Client Name

WPP Media

Faculty Advisor

Mr. Adnan Ahmed

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The best category to categorize the project is under Behavioural Studies since its main contribution is explaining consumer psychology and not giving purely commercial solutions since the research deals with questions pertaining to trust, emotional resonance, perceived intrusion, and social validation which are core themes in behavioural research. Meanwhile Entrepreneurship and Innovation would be a minor category since the applied strategies are established on the basis of these behavioural results where innovation is the result of behavioural cognition as opposed to the beginning point.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

The project supports SDG 9, Industry, Innovation, and Infrastructure, because it looks at new innovative models of advertising, such as gamified brand integrations, in-game advertising, and value exchange marketing. These models foster an ethical and user-centric digital infrastructure whereby consumers are not intruded upon but compensated, thus allowing healthier platform ecosystems.

NDA

No

Abstract

The rapid evolution of digital media has fundamentally altered how Generation Z engages with brands, rendering traditional advertising models increasingly ineffective. This study examines the social media consumption patterns, advertising perceptions, and brand engagement behaviors of Pakistani Generation Z within an emerging “post-platform” media environment. Using a mixed-method approach, primary data were collected through a structured survey of 113 urban Gen Z respondents aged 18–25, complemented by qualitative insights from focus group discussions.

The findings reveal that while platforms such as Instagram and YouTube remain dominant, Gen Z exhibits strong resistance to intrusive and interruptive advertising formats, particularly mandatory video ads. Instead, engagement is driven by authenticity, emotional resonance, cultural relevance, and trust-based relationships with niche content creators. The research identifies distinct psychological usage modes—Safe Space, Dopamine, Deep Dive, and Utility—that shape when, why, and how Gen Z interacts with digital content, emphasizing that media consumption is guided more by emotional states than platform features.

Influencer credibility emerged as a critical determinant of brand influence, with long-term, consistent creator partnerships outperforming transactional promotions. Additionally, non-traditional advertising formats such as gamified brand integrations and purpose-driven localized campaigns demonstrated higher acceptance among respondents.

The study contributes to behavioral consumer research by highlighting the role of affective responses, social validation, and perceived intrusiveness in digital engagement. Practically, it offers a strategic framework and actionable toolkit for brands and media agencies to transition from reach-based advertising to resonance-driven engagement strategies tailored to Gen Z in urban Pakistan.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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