Honors Theses

Date of Award

Spring 5-6-2022

Document Type

Undergraduate Thesis


Integrated Marketing Communication

First Advisor

Chris Sparks

Relational Format



This thesis seeks to examine the unique relationship between Generation Z and the social media platform TikTok, especially in regard to its marketing function. A literature review, survey, and interviews were conducted to examine the social media habits of Generation Z and the attitudes they have towards these platforms. The data suggests that highly visual platforms, such as Instagram and TikTok, are more widely used and trusted by members of the generation in question. These trends indicate that brands wishing to market toward this generation should become proficient in the use of these platforms. This research seeks to examine the necessity of TikTok as a main tactic of a brand’s marketing mix when targeting Generation Z as a consumer audience.

Accessibility Status

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Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.



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