How surrogate marketing influences brand perception of generation Z

Abstract

The research paper is aimed at studying the influence of surrogate marketing on the generation Z. Both qualified and quantitative research methods are used in this process. However, quantitative research forms the core of data that reveals the ultimate outcome of this particular research process. Literature Review was conducted to draw the proper themes and lay it out for the progression of the research. The quantitative part of the research process is based on the questions that are posed to the participants of the research process. The participants are chosen from the population of youngsters who are likely to be influenced more by the surrogate marketing techniques than the average population.