University of Oulu

Emotional reaction to and purchase intention of gen Z on digital fashion advertisement

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Author: Holappa, Hanna1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.1 MB)
Pages: 76
Persistent link:
Language: English
Published: Oulu : H. Holappa, 2023
Publish Date: 2023-05-16
Thesis type: Master's thesis
Tutor: Juntunen, Mari
Reviewer: Juntunen, Mari
Ojansivu, Ilkka


This research aims to increase the understanding of how digital fashion advertising affects gen Z consumers emotions. More precisely, this research aims to understand what are the reasons behind the emotions that gen Z consumers feel about digital fashion advertising and how emotions influence the gen Z consumers’ purchase intentions. This research is based on two theory models, the PAD emotional state model and the AIDA model.

This research is qualitative, and it approaches the subject through content analysis of social media data, semi-systematic interviews, and participant observation. During the semi-systematic interview’s, the laddering technique was used. Target group was the generation Z, but only over 18-year-olds were chosen for this research. In this research the collected data includes data from social media. A content analysis has been carried out regarding the data from social media. Abductive reasoning has been used to analyze the empirical data and the data has been divided into suitable categories. This makes the data more understandable and clearer.

The findings of this research show that fashion digital advertising affects gen Z consumers emotions in several ways and that there are certain features in fashion digital advertisements that cause an emotional reaction. The research also found that emotions can influence the gen Z consumers purchase intentions negatively or positively.

Finally, this research presented managerial implications, research limitations, and suggestions for further research regarding the research subject.

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Copyright information: © Hanna Holappa, 2023. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.