Exploring consumer perceptions of Takealot's Facebook targeted advertising and the effect it has on building brand equity with Gen Z customers in South Africa.

Abstract

Despite conducting a broad literature review on previous academic literature published prior to this study, a lack of research evidence on Gen Z consumer perceptions of targeted advertising in a South African context as well as evidence supporting both conflicting notions of targeted advertising’s effect on building brand equity, suggest a gap in literature that this study aims to explore. Therefore, this research aims to provide Takealot with improved qualitative data on the topic to help make better marketing decisions in the future.