What is the influence of Social Media advertisements on Millennials and Generation Z consumers' behaviors towards dating Apps? A study of Muzz

Abstract: Abstract Background: Social media is becoming more prominent each day. Platforms such as TikTok and Instagram are amongst the top six social media platforms used by Generation Z and Millennials (Dixon, 2023; Ceci, 2023). From a business perspective, it entails that these platforms, as well as social media as a whole, are essential for attracting users’ attention when promoting a product or service. These platforms have changed how people communicate, share information, and behave as consumers. Understanding the factors that affect behaviors on social media platforms is crucial given the growth of niche dating apps that target the Muslim community, such as Muzz. This study intends to examine how TikTok and Instagram advertisements affect how viewers perceive Muzz, its features, expected advantages, and the probability of individuals using the app. Purpose: The purpose of this study is to investigate the influence of social media on behaviors towards dating app. This is specified towards Generation Z and Millennials. Ultimately, this study aims to find how this target audience interacts with advertisements and what factors affect their behavior. The findings from this paper can be useful to marketing departments of various companies within the dating app industry as they can begin to improve their marketing strategy to appeal to a new and larger target audience.   Method: The findings from this thesis was conducted through qualitative research including interviews of 10 participants with ages between 19-30 years old. The analysis of these findings was done through a thematic analysis approaching grouping the findings in themes and similarities. Conclusion: The findings and analysis from this report indicate that social media and advertisements presented on social media significantly influence the behaviors of Generation Z and Millennials towards dating apps, specifically Muzz app. The way in which social media has an influence is in relation to three theories/models: Advertising Effectiveness, Consumer Behavior Models and Uses and Gratification Theory. Each of the said models and theories aid in the analysis of how behaviors shift depending on social media presence.