From Google to TikTok

Social search instead of Google? How Gen Z in Austria searches for information - and what this means for marketing.Search engines like Google have long been considered the undisputed gatekeepers of the Internet. But Generation Z is changing search behavior: Young people are increasingly using social media such as TikTok or Instagram to search for information. What does this change mean for companies and their digital visibility?This master's thesis examines the phenomenon of social search using the example of Gen Z in Austria. Using a mixed-methods approach, young people were first asked about their search behavior on social media and then marketing experts were interviewed to analyze the company perspective.The work provides exciting insights into the use of social media to search for information, highlights relevant platform functions and shows how social media and SEO departments can work more closely together in the future to make content visible.

Autorentext

Soy experta en marketing de contenidos y dirijo el departamento de contenidos de marca en una empresa austriaca de medios deportivos. Anteriormente, trabajé en marketing de contenidos y relaciones públicas para varios medios austriacos, donde la visibilidad online siempre fue un problema. Completé mi máster en Marketing Online con esta tesis.