With my final project submitted, I've successfully completed my master's degree at Bournemouth University!🎉 ✨Final Project: Creating Value: Gen-Z's Preference for Online Brand Communities and Their Impact on Brand Loyalty.✨ Inspired by Gymshark’s extensive and loyal brand community, my research aimed to explore how brand communities are formed and how they foster long-term relationships with consumers. During my investigation, I identified a gap in existing research—while brand communities have been extensively studied, there was limited focus on Gen-Z's unique relationship with brands. To address this, I conducted a cross-sectional study involving 97 Gen-Z participants. The findings revealed that Gen-Z brand community members form stronger connections with brands and their online communities compared to offline ones. These results aligned with Jonathan Haidt’s concept of the phone-based childhood, which significantly influenced my work. I thoroughly enjoyed working on this project, as it deepened my understanding of consumer-brand interactions and how individuals within a community influence one another. #marketing #student #brandcommunities #consumers #brands #research #mastersdegree #university #finalproject
Both Gymshark and generational preferences were huge areas of focus for many of my units for MSc Marketing Management at BU. No better feeling than submitting that beast of a project! Congrats and wishing you all the best in the future 👏👏
Owen Batten
4mo
Congratulations! You worked so hard, you should be very proud of yourself!
Well done Niamh! So excited for you🥳
Congratulations Niamh! Well deserved! 😁
Yugin Teo
4mo
Congratulations, Niamh!
Visiting Fellow
4moCongratulations Niamh.