Honors Thesis
Honors Thesis
To What Extent Does AI-driven social media marketing increase impulse buying among Gen Z across different price levels?
As a member of the Honors Program at Bryant University, I am completing an Honors Thesis as part of my undergraduate experience. The thesis provides Honors students with the opportunity to conduct independent research within my academic discipline, exploring a topic that aligns with my interests and areas of curiosity.
Abstract
Artificial Intelligence (AI)- generated social media marketing is increasingly changing how Generation Z interacts with digital content and makes buying decisions. This study aims to analyze AI-generated content compared to non-AI-generated content of the same product at different price levels, to understand Generation Z’s perception of the new technology and how it is influencing buying decisions. Current literature describes the relationship between AI personalization and content strengthening brand trust to consumers, which has been shown to increase susceptibility to impulsive buying. The data to be collected draws on previous literature to examine how different content variables are distributed among students in Generation Z through a survey, and the responses are later analyzed using regression and other statistical techniques to evaluate the results. It is predicted that lower-priced products with AI-generated content will result in higher levels of impulsive buying among Generation Z consumers.
Status: In-Progress
Expected Completion Date: April 2027