Gen Z: Tailoring IMC Strategies That Reflect Communication Preferences and Purchase Decision

Choo, Qiao Yi (2025) Gen Z: Tailoring IMC Strategies That Reflect Communication Preferences and Purchase Decision. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the effectiveness of Integrated Marketing Communication (IMC) strategies in engaging Generation Z (Gen Z) consumers in Malaysia, with a particular focus on their distinct media consumption habits and the factors influencing their purchase decisions. In the context of a highly competitive and fast-evolving digital landscape, the research examines how key persuasion factors such as price sensitivity, influencer credibility, and product functionality play a crucial role in shaping Gen Z's consumer behavior. Through the integration of the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior (TPB), this study provides a deeper understanding of how Gen Z engages with different types of marketing content across multiple platforms. By analyzing their preferences for short-form content, real-time engagement, and peer-driven recommendations, the research aims to offer actionable insights into how IMC strategies can be tailored to better resonate with Gen Z. The findings emphasize the importance of adapting marketing messages to align with Gen Z's values, fostering meaningful brand interactions, and ultimately driving purchasing decisions. This research bridges the gap between generational marketing and IMC, offering valuable strategies for brands to enhance their connection with this emerging consumer group