Využívání nostalgických prvků v marketingové komunikaci zaměřené na Generaci Z

Šabáková, Emma Viktória

This bachelor's thesis examines the use of nostalgic elements in marketing communications targeting Generation z and explores how members of this generation perceive and interpret these elements. The aim of the thesis is to understand what meanings Generation z attributes to nostalgic elements, which of them they perceive as authentic, and how the experience of nostalgia is reflected in their purchasing behavior. The theoretical section defines nostalgia, describes possible ways of using it in brand marketing communication, distinguishes between similar concepts, and describes Generation z as a target group, its purchasing decisions, and consumption of nostalgic content. The analytical part of the thesis is conducted as qualitative research using semi-structured interviews. During these interviews, respondents were shown various examples of advertisements and campaigns that utilize nostalgia. The data was subsequently processed through thematic analysis, yielding six main themes. The results indicate that for Generation Z, nostalgia in marketing primarily conveys a return to a safer period before the pressures of adulthood set in. It is important to them that a brand be authentic in its communication and stay true to its original values and target audience. In purchasing behavior, nostalgia most...

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