Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Iara Filipa Gil
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/156109
Resumo: This work project aims to assess Millennial and Gen Z perceptions of luxury super sport car brands and extract insights for Lamborghini to develop contents to engage with these young generations. From the analysis of 16 interviews, the paper concludes that Lamborghini has an opportunity in terms of contents in platforms such as Instagram, YouTube and TikTok, specially with videos. Gen Z and Millennials associate Lamborghini with a more futuristic and innovative approach and that's what makes the brand appealing for them. Hence, Lamborghini should leverage on it and further develop artistic contents that show boldness, disruption, and extravagance.
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spelling Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fansContentSocial mediaSuper sports carsLuxury automotiveGen ZMillennialsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis work project aims to assess Millennial and Gen Z perceptions of luxury super sport car brands and extract insights for Lamborghini to develop contents to engage with these young generations. From the analysis of 16 interviews, the paper concludes that Lamborghini has an opportunity in terms of contents in platforms such as Instagram, YouTube and TikTok, specially with videos. Gen Z and Millennials associate Lamborghini with a more futuristic and innovative approach and that's what makes the brand appealing for them. Hence, Lamborghini should leverage on it and further develop artistic contents that show boldness, disruption, and extravagance.Silveira, Catherine daRUNRodrigues, Iara Filipa Gil2023-01-132022-12-152026-12-15T00:00:00Z2023-01-13T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/156109TID:203312805enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:38:42Zoai:run.unl.pt:10362/156109Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:20.443936Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
title Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
spellingShingle Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
Rodrigues, Iara Filipa Gil
Content
Social media
Super sports cars
Luxury automotive
Gen Z
Millennials
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
title_full Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
title_fullStr Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
title_full_unstemmed Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
title_sort Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
author Rodrigues, Iara Filipa Gil
author_facet Rodrigues, Iara Filipa Gil
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Rodrigues, Iara Filipa Gil
dc.subject.por.fl_str_mv Content
Social media
Super sports cars
Luxury automotive
Gen Z
Millennials
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Content
Social media
Super sports cars
Luxury automotive
Gen Z
Millennials
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This work project aims to assess Millennial and Gen Z perceptions of luxury super sport car brands and extract insights for Lamborghini to develop contents to engage with these young generations. From the analysis of 16 interviews, the paper concludes that Lamborghini has an opportunity in terms of contents in platforms such as Instagram, YouTube and TikTok, specially with videos. Gen Z and Millennials associate Lamborghini with a more futuristic and innovative approach and that's what makes the brand appealing for them. Hence, Lamborghini should leverage on it and further develop artistic contents that show boldness, disruption, and extravagance.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-15
2023-01-13
2023-01-13T00:00:00Z
2026-12-15T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/156109
TID:203312805
url http://hdl.handle.net/10362/156109
identifier_str_mv TID:203312805
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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