Honors Theses
How Integrated Marketing Communications Can Be Used to Better Engage Generation Z In Bridge Building
Date of Award
Spring 5-4-2022
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Graham Bodie
Second Advisor
Brad Conaway
Third Advisor
Zenebe Likyeleh Beyene
Relational Format
Dissertation/Thesis
Abstract
The use of Integrated Marketing Communications holds strong promise for engaging Generation Z in the work of bridge building. The work of bridging is dedicated to healing America by decreasing political polarization and bridging divides between people who think differently. The bridging space has grown drastically in the last few years because of a variety of factors including, but not limited to: increasing polarized political elections, rising racial tensions, and the COVID-19 pandemic. It is important that Generation Z, the most educated and diverse generation, is engaged in this space in order to create a less divided America. I conducted research for this project by gathering secondary data and conducting primary research through a series of one-on-one interviews with leaders of bridge building organizations to gain insight on this field. Gen Z resides on the Internet and various social media platforms, so it is vital that marketers are able to meet this generation there through the use of a comprehensive digital marketing strategy that forms relationships and builds trust. It is vital that bridging organizations engage with Gen Z by using cause marketing and collective impact campaigns to engage with this demographic. In order for bridge building organizations to be successful, Gen Z must be involved in this work; meaning, marketers need to provide this generation with the chance to be heard.
Recommended Citation
Bynum, Gracie, "How Integrated Marketing Communications Can Be Used to Better Engage Generation Z In Bridge Building" (2022). Honors Theses. 2591.
https://egrove.olemiss.edu/hon_thesis/2591
Accessibility Status
Searchable text
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.