Thank you for taking the time to participate in this survey. This study aims to explore the impact of data-driven marketing strategies on brand awareness and loyalty among Gen Z consumers. With the growing influence of digital marketing, brands are increasingly using data insights to personalise experiences, enhance engagement, and foster long-term customer relationships. However, it is important to understand how these strategies resonate with Gen Z, a generation known for its digital fluency and preference for authenticity.

Your responses will help analyse how brands effectively use data to engage Gen Z consumers and whether these strategies contribute to trust and long-term loyalty. The survey is completely anonymous, and all responses will be used solely for academic research. Your honest feedback is greatly appreciated.

My name is Jan Ferenc, and I am currently studying Digital Marketing Management at Cardiff Metropolitan University. This survey is part of my academic research on how data-driven marketing influences brand perceptions and consumer loyalty among Gen Z. Your participation will provide valuable insights into this evolving area of marketing. Thank you for your time and support!

I understand that participation in this study is entirely voluntary and that I can withdraw
from the study at any time without giving a reason or I can discuss my concerns with Dan Zhang -Dzhang@cardiffmet.ac.uk. We hope you will find it interesting. You do not have to take part if you do not want to, and you are free to withdraw at any time without giving a reason. We will not be able to identify you from your responses, and your participation will be kept confidential. The raw data will be retained for five years when it will be deleted/destroyed. If you are 18 years of age or over, understand the statement above and freely consent to participate in this study please tick the consent box to proceed.

Consent Statement. Thank you for participating in this survey on how data-driven marketing strategies influence brand awareness and loyalty among Gen Z consumers. Your responses will remain anonymous and will only be used for academic research purposes. By proceeding with this survey, you confirm that you: Are 18 years or older. Understand that your participation is voluntary, and you can exit the survey at any time. Agree to the use of your responses for research analysis. If you agree, please click "Next" to begin the survey.

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