MSc Dissertation
How do branded content initiatives on Instagram and TikTok shape Gen Zs engagement and brand trust within the Luxury Fashion Market
As part of my MSc, I completed a dissertation on branded content and consumer engagement in the luxury fashion sector. Guided by my interests in content creation and digital marketing, I explored how interactive brand posts can drive engagement and strengthen brand trust.
I gathered insights from 200 survey participants to identify what makes branded content more engaging and how this links to brand trust. With a comparison on two of the biggest social media platforms, Instagram and TikTok.
Result: I achieved a Distinction for this dissertation.
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