Generation Z Attitude Toward the Practice of Using Celebrities in Advertising

Student: Rashilova Polina

Supervisor: Olga O. Savelyeva

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

The research paper is devoted to the study of the influence of celebrity marketing on the consumer behaviour of the Z generation. In this paper the author studie the theory of generations and describe the main characteristics of Generation Z as an advertising audience and consumer segment. The work studies the characteristics of celebrity marketing as an effective marketing strategy for communication with a young audience. The empirical part of the study consists of analyzing the data obtained during the online survey by constructing a pair-wise linear regression in the SPSS statistical program. This paper contains recommendations for further study of the theme of the influence of celebrity images in advertising on consumer behaviour of the Z generation.

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