Madison Pizzi- Gen Z Research Part 2
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Gen Z Research Part 2
Generational Dynamics: Uncovering Insights from Gen Z (Part 2)
Madison Pizzi California State University Fullerton
MRTG 379-51
Dr. Yuna Kim
Gen Z Research Part 2
2
Introduction
As we transition into the second part of the assignment, it’s evident that understanding Gen Z is crucial for businesses looking to stay competitive in this quickly changing digital world of today. Such knowledge is crucial, especially in the sports industry where Gen Z's unique digital habits and tastes provide both opportunities and difficulties. As a marketing researcher assigned to investigate the WNBA's Gen Z-specific marketing strategies, it's clear that we need to address these dynamics to secure the league's long-term viability.
Activity 5- Experimental Design
Experiments provide researchers with direct control over at least one independent variable so they may systematically evaluate its effects on dependent variables. They also allow the relationships between independent (manipulated) and dependent (outcome) variables to be isolated. One advantage of using experiments is the ability to collect data to demonstrate causal linkage between variables through manipulation, providing insights into cause-and-effect dynamics. However, one disadvantage of utilizing experiments is a lack of external validity, which may result in a more generalized conclusion. DV: Viewer engagement with WNBA on social media
IV: Strategies for Social Media Engagement
Group 1
Group 2
Social Media Content Content Engagement
Gen Z Research Part 2
3
DV: Gen Z viewership
IV: Advertising
Group 1
Group 2
Endorsement Traditional Advertising
Participants in the experiment are divided into two groups, both of which are Gen Z. Each group is given varying exposure to WNBA-related social media interaction tactics. The target sample is made up of Gen Z users who are engaged on social media and range in age from 18 to 24. Participants will be chosen from a variety of Gen Z-friendly online groups and places. Group 1 will involve being exposed to surveys, challenges, virtual events, and so on. Group 2 will be encouraged to actively interact with WNBA content by commenting, liking, sharing, and taking part in conversation. The experiment, which will continue for a set amount of time, will recruit participants from websites that members of Generation Z frequently visit.
The goal is to learn more about whether the approach—active engagement promotion or interactive content—
works best for generating conversation and building a sense of community among Gen Z followers on social media.
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