New Experience with Digital Advertising as a Factor in Purchasig Decisions by Centennials

Student: Khaprenko Aleksandra

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2020

The purpose of the study is to identify whether advertising built on new experience become a key factor affecting on the desire of the Centennial to buy a product of brand. The study conducted a survey and a series of in-depth interviews. They helped to determine that emotions and new experience in advertising are not a key denominator. But they have a significant impact on the user's choice and affect his brand loyalty if they are consistent with the company's values.

Full text (added May 21, 2020)

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