Breaking the Internet: A Study of Generation Z & Viral Marketing
This thesis explores the convergence of Generation Z and viral marketing. It first defines the signature characteristics of the newest generation following millennials, including their digital fluency and social empowerment and activism. Then, it explores the different executions of viral content and viral marketing. The thesis investigates the differences between content vs. marketing and examines various executions of both.
It also conducts three case studies and surveys to explore specific relationships between viral content and advertising, including the Kylie Jenner Lip Challenge, the Pen Pineapple Apple Pen video, and the Kendall Jenner Pepsi commercial. Then it delves into analyzing primary data collected via three surveys correlating to each case and utilizes different regression models to develop interpretations and conclusions.