In Chapter 4, the analysis and findings of the research on sports marketing strategies within the context of Modern Future FC are meticulously examined, drawing from data collected through semi-structured in-depth interviews, focus groups, and questionnaires. The chapter opens with insights from Dr. Walid's interview, elucidating the hurdles faced by the club in establishing a robust brand identity and measuring marketing campaign effectiveness, with a focus on aligning initiatives with the club's mission and vision. Subsequently, focus group discussions shed light on fan preferences and challenges surrounding website information, social media engagement, and branding, providing valuable insights into sought-after information on football club websites, the significance of social media presence, and preferred methods of engaging with club content. Further analysis of questionnaire responses enhances understanding of fan engagement, brand Identity, and the factors shaping fan support, revealing the intricate relationship between brand image, social media presence, team performance, and fan loyalty. The study provides insights into the complexities of sports marketing and the dynamic interplay between a football club and its fans, offering valuable guidance for developing effective marketing campaigns and fostering strong connections with supporters.
4.1 Focus Groups Data Analysis
4.1.1 Website 
17 Participants provided insights into the type of information they typically seek when visiting a football club's website, highlighting key areas of interest and preferences. The most frequently mentioned information sought by participants included news updates mentioned 5 out 17. As emphasized by the below participant:
	" For me, it's all about the latest news and updates about the club. I want to stay informed about any developments or announcements.”
Match schedules were mentioned 4 out of 17 were also a popular choice, indicating participants' interest in planning and attending upcoming matches. As emphasized by the below participant:
	" When I visit a club's website, I'm usually interested in upcoming match schedules and ticket availability.”
Additionally, ticket sales were mentioned 4 out of 17 emerged as a significant consideration, with participants expressing a desire to purchase tickets and attend matches in person. As emphasized by the below participant:
	 "I want to know about ticket sales, especially if there are any discounts or promotions."	
Player profiles were mentioned 3 out of 17 were cited as another important aspect, reflecting participants' interest in learning more about the individuals representing their favourite team. As emphasized by the below participant:
	 “Yeah, I also check out player profiles and stats. It helps me understand the team better and follow my favorite players.”
Club history mentioned 2 out of 17 and the youth academy were mentioned 4 out of 17 were also mentioned, underscoring participants' curiosity about the club's background, achievements, and development programs. As emphasized by the below participant:
 “For me, it's all about the club's history and achievements. I want to see their trophy cabinet and read about iconic moments.”
Community events were mentioned 1 out of 17, merchandise mentioned 1 out of 17, and accessibility options mentioned 1 out of 17 rounded out the information sought by participants, demonstrating a diverse range of interests when engaging with football club websites. As emphasized by the below participant:
	 “I often check for community initiatives and events the club is involved in. It shows their commitment beyond just playing matches.”
4.1.2 Website Difficulties
Participants shared their experiences encountering difficulties when seeking information on football club websites, shedding light on common challenges they face. The most frequently mentioned difficulty was the poor website layout was mentioned 9 out of 17, indicating frustrations with navigating through websites that lack intuitive organization and structure. As emphasized by the below participant:
	 “Definitely. Sometimes the website layout is confusing, or the information is buried deep within different sections.”
Mobile friendliness was mentioned 4 out of 17 emerged as another significant issue, with participants highlighting the importance of websites being optimized for mobile devices to ensure a seamless browsing experience. As emphasized by the below participant:
	 “I find it difficult when the website isn't mobile-friendly. With most people browsing on their phones these days, it's essential for the site to be responsive.”
Slow website speed mentioned 3 out of 17 was also cited as a common challenge, particularly during peak times such as match days when website traffic is high. As emphasized by the below participant:
	 “Slow loading times can also be an issue, especially when I'm trying to check match updates or buy tickets quickly.”	
Outdated information was mentioned 2 out of 17 was mentioned as another concern, reflecting participants' frustrations when encountering content that is not regularly updated or relevant. As emphasized by the below participant:
	 “Yeah, I agree. And sometimes, they don't update the website regularly, so you can't find the latest news or match details.”
Additionally, website accessibility was mentioned 1 out of 17 was noted as an area needing improvement, with participants advocating for options to cater to diverse user needs. As emphasized by the below participant:
	“Also, accessibility could be improved. For example, they should have options for different languages to cater to international fans.”
These difficulties underscored the importance of user-friendly design and responsive functionality in ensuring an optimal browsing experience for fans. 
4.1.3 Social Media Engagement
Participants discussed their preferences and what attracts them to engage with football club content on social media platforms, highlighting various aspects that resonate with them. Among the factors mentioned, behind-the-scenes content was mentioned 4 out of 17, humour content was mentioned 4 out of 17 ,polls was mentioned 6 out of 17 ,and quizzes were mentioned 4 out of 17 emerged as the most frequently cited, indicating a strong preference for authentic, entertaining, and interactive posts that provide insight into the club's activities and culture. As emphasized by the below participant:
	 “I'd like to see more behind-the-scenes footage and exclusive content. It gives fans a unique perspective and makes them feel closer to the club.”
	 “Memes and funny content always catch my attention. It shows that the club has a sense of humor and can connect with fans on a lighter note.”
	 “More interactive content like polls or quizzes would be fun. It keeps fans engaged instead of just passively scrolling.”		
Additionally, interviews with players were mentioned 3 out of 17 and giveaways were mentioned 3 out of 17 were noted as appealing factors that encourage interaction and foster a sense of connection with the club. 
Live streams were mentioned 1 out of 17, press conferences were mentioned 1 out of 17, and news updates were mentioned 1 out of 17 were also highlighted by participants as content types that attract them to engage with football club content on social media platforms. As emphasized by the below participant:
	 “Exclusive content like live streams of training sessions or press conferences is a big draw for me. It makes you feel like you're part of the inner circle.”
4.1.4 Social Media Importance  
Participants emphasized the significance of social media presence for football clubs in Egypt today, citing various reasons why it is crucial. The most frequently mentioned reasons included attracting sponsors were mentioned 5 out of 17, reaching younger demographics were mentioned 4 out of 17, engaging with fans was mentioned 3 out of 17, and staying competitive was mentioned 1 out of 17. As emphasized by the below participant:
	 “Plus, it's a way for clubs to showcase Egyptian talent and attract sponsors or investors who are active on social media.”
	 “Additionally, social media allows clubs to reach younger demographics who might not engage with traditional forms of media. It's essential for staying relevant and attracting new fans.”
Additionally, reaching a larger audience was mentioned 1 out of 17 was highlighted as a significant factor. Participants noted that a strong social media presence helps clubs stay relevant and attract new fans was mentioned 4 out of 17, generate revenue was mentioned 3 out of 17, showcase values and achievements were mentioned 2 out of 17, foster community and fan loyalty was mentioned 2 out of 17 ,and build a strong fan base was mentioned 1 out of 17. As emphasized by the below participant:
	 “Plus, with the rise of digital media, having a strong social media presence is essential for clubs to stay competitive and relevant in today's fast-paced world.”
	 “Social media is also a powerful tool for promoting matches, events, and merchandise, which can generate revenue for the club.”
	 “Social media is a powerful tool for building brand loyalty and connecting with fans on a personal level. When used effectively, it can enhance the club's reputation and strengthen its relationship with supporters.”
4.1.5 Social Media Improvement
Participants provided valuable insights into how football clubs' social media content can be enhanced to better engage their audience. The most suggested improvements included creating more interactive content was mentioned 4 out of 17, storytelling was mentioned 3 out of 17, and maintaining consistency in posting was mentioned 3 out of 17. As emphasized by the below participant:
	“I think they should focus on more interactive content like fan polls or challenges to encourage participation and conversation.”
	 “I'd like to see more storytelling on social media. Clubs should share the human side of the game, with stories about players, fans, and community initiatives.”
	 “Consistency is important. Clubs should establish a regular posting schedule and stick to it to keep fans engaged and coming back for more.”
Personalization was mentioned 2 out of 17 was also emphasized as crucial for tailoring content to different segments of the audience. Additionally, meetups and events were mentioned 1 out of 17, high-quality visuals and graphics were mentioned 1 out of 17, video content in Arabic was mentioned 1 out of 17, collaboration with celebrities was mentioned 1 out of 17. As emphasized by the below participant:
	 “Personalization is key. Clubs should tailor their content to different segments of their audience to make it more relatable and engaging.”
	 “How about more video content in Arabic? It would resonate better with local fans and make the club more accessible.”
	 “They could also collaborate with influencers or celebrities to reach a wider audience and bring in new fans.”
4.1.6 Social Media Effectiveness
Participants shared their perspectives on how effectively football clubs utilize social media platforms to communicate with fans and promote their brand. Authenticity was mentioned 4 out of 17 emerged as a crucial factor, with participants highlighting the importance of genuine and meaningful content that resonates with fans. As emphasized by the below participant:
	 “I also think authenticity is important. Fans can tell when content feels forced or overly promotional, so clubs need to find the right balance.”
Interaction and engagement was mentioned 4 out of 17 were also emphasized, indicating that clubs should actively engage with fans and foster two-way communication. As emphasized by the below participant:
 “Some clubs do it well, but others could improve. It's essential for clubs to strike a balance between promotional content and genuine engagement with fans.”
Feedback mentioned from 3 out of 17 participants was identified as essential, with participants suggesting that clubs should listen to fan opinions and adapt their content accordingly. As emphasized by the below participant:
	 “And they should listen to feedback from fans and adapt their content strategy accordingly. It shows that they value their audience's opinions.”
Moreover, brand loyalty mentioned from 2 out of 17 participants was cited as a key outcome of effective social media usage, as it strengthens the bond between clubs and fans. As emphasized by the below participant:
	 “Absolutely. Social media is a powerful tool for building brand loyalty and strengthening the relationship between clubs and fans. When done right, it can have a significant impact on the club's success both on and off the pitch.”
Participants also highlighted the significance of staying competitive mentioned from 1 out of 17 participants, as clubs need to keep up with evolving social media trends to remain relevant. While promotional content mentioned from 1 out of 17 participants ,was acknowledged as necessary, participants stressed the importance of striking a balance between promotional material and authentic engagement. As emphasized by the below participant:
	 “Plus, with the rise of digital media, having a strong social media presence is essential for clubs to stay competitive and relevant in today's fast-paced world.”
4.1.7 Successfulness of Branding
Participants expressed their views on what makes a football club's branding successful or memorable. Club's values and history mentioned from 5 out of 17 participants emerged as the most significant aspect, emphasizing the importance of a brand that reflects the ethos and legacy of the club. As emphasized by the below participant:
	 “I think authenticity is also important. The branding should reflect the club's values and history, resonating with fans on an emotional level.”
Consistency mentioned from 4 out of 17 participants was also highlighted, stressing the need for uniformity in branding across various platforms and materials. As emphasized by the below participant:
	 “Consistency is key. The branding should be recognizable across all platforms and merchandise.”
Logo and colors mentioned from 4 out of 17 participants were deemed essential for creating a recognizable visual identity. As emphasized by the below participant:
	 “A strong logo and colors that represent the club's identity are essential.”
Participants also acknowledged the importance of innovation mentioned from 2 out of 17 participants in branding, suggesting that clubs should find unique ways to engage with fans and stand out from the crowd. As emphasized by the below participant:
	 “Innovation can set a club's branding apart from the rest. Whether it's through unique marketing campaigns or partnerships, finding creative ways to engage with fans can leave a lasting impression.”
Additionally, slogans mentioned from 2 out of 17 participants were mentioned as a memorable aspect of branding that can encapsulate the spirit of the club. As emphasized by the below participant:
	 “Consistency is key. A strong brand identity, including logos, colors, and slogans, helps make a club instantly recognizable to fans.”
4.1.8 Rebranding
Participants reflected on their feelings towards the hypothetical scenario of their favourite football club undergoing a complete rebranding. Responses varied, with some expressing feeling hesitant was mentioned from 2 out of 17 participants and others feeling nostalgic was mentioned from 2 out of 17 participants about the potential change. As emphasized by the below participant:
	 “Honestly, I'd be a bit hesitant at first. But if the new branding still reflects the club's identity, I think I'd get used to it eventually.”
	 “I'd probably feel nostalgic for the old branding, but if the new one looks good and represents the club well, I'd embrace it.”
Some participants admitted they might initially feel upset was mentioned from 3 out of 17 participants due to the disruption of tradition and familiarity. As emphasized by the below participant:
	 “I'd be pretty upset at first, to be honest. It's like messing with tradition and history.”
However, there was also a sense of honouring was mentioned from 3 out of 17 participants the club's legacy, acknowledging the importance of preserving its history while embracing progress. Participants also described feeling strange mentioned 3 out of 17 participants about the prospect of a new branding direction and recognizing the challenge was mentioned from 2 out of 17 participants that such a change might present. As emphasized by the below participant:
	“As long as the club's core values remain intact, I think I could adapt to the new branding. It's all about honoring the club's legacy while embracing progress.”
	 “It would definitely feel strange at first, especially if the new branding is drastically different. But if it helps the club evolve and reach new audiences, I'd support it.”
Despite the initial apprehension, there was openness to the idea of refreshing was mentioned from  1 out of 17 participants the club's image, with participants indicating a willingness to adapt to the new branding if it resonates with the club's values and identity. As emphasized by the below participant:
	 “Personally, I think I'd give it a chance. As long as the club's values and identity remain intact, I'm open to embracing change and moving forward.”
4.2 Questionnaires Data Analysis
4.2.1 Interpretation of “Appealing Elements of the Football Teams Brand Identity”
Team Logo and Colours & Merchandise: This combination is the most prevalent, with 269 responses, representing 53.4% of the total. It suggests that most respondents strongly link the team's logo and colours with its merchandise, indicating the importance of branding in driving merchandise sales.
Community & Stadium: 134 responses, accounting for 26.6% of the total. This pairing indicates that a significant portion of respondents connect the team's community involvement with its stadium or venue, possibly reflecting the role of the team in local identity and pride.
Team Logo and Colours & Stadium: 29 responses, making up 5.8% of the total. This combination indicates that a modest number of respondents associate the team's visual branding with its stadium or venue.
Community & Merchandise: 29 responses, making up 5.8% of the total. This combination suggests that a smaller but notable group of respondents see a connection between the team's community engagement and its merchandise offerings.
Stadium & Merchandise: 22 responses, representing 4.4% of the total. This combination indicates that a minority of respondents associate the team's stadium or venue with its merchandise, possibly reflecting the importance of venue-related merchandise or souvenirs.
Team Logo and Colours & Community: 21 responses, accounting for 4.2% of the total responses. This combination suggests that a small portion of respondents associate the team's logo and colours with its community involvement or identity.
In summary, the data emphasizes the clear correlation between a sports club's visual branding, including its logo and colours, and the sale of its items. Additionally, the data underscores the important influence of community involvement and the stadium/venue in influencing people's impressions and relationships with the team.
The researchers have extensively studied the factors influencing the success of a sports team, with particular emphasis on Team Logo and Colours & Merchandise, as well as Community & Stadium involvement. Their analysis suggests that these elements are of utmost importance due to their profound impact on both the team's branding and its relationship with the community, consequently influencing overall fan engagement and revenue generation. Research conducted by Henderson et al. (2019) underscores the significance of team branding, highlighting how a visually appealing logo and distinctive colours can enhance brand recognition and loyalty among fans, leading to increased merchandise sales and sponsorship opportunities. Furthermore, studies by Stander (2018) emphasize the vital role of community engagement in fostering a sense of belonging and emotional connection among fans, ultimately contributing to higher attendance rates and a more vibrant fan culture. Additionally, the stadium serves as a tangible representation of the team's identity and a focal point for community gatherings and events, as noted in research by Matheson and Baade (2004), which underscores its role as a driver of economic activity and social cohesion within the local area. Therefore, by prioritizing the development of a compelling team logo and colours, alongside active community involvement and investment in stadium infrastructure, the researchers posit that teams can cultivate a strong and enduring fan base while maximizing revenue streams and fostering a sense of pride and belonging within the community.
4.2.2 Interpretation of “Football Brand Engagement”
Social Media & Official Website: This combination is the most common, with 271 responses, accounting for 53.9% of the total. It indicates that a significant portion of respondents engage with the team through both social media platforms and its official website, suggesting that these channels are crucial for maintaining fan interaction and providing information.
Social Media & Live Matches: 62 responses, representing 12.3% of the total. This pairing suggests that a notable number of respondents use social media platforms to engage with the team while watching live matches, possibly for real-time updates, discussions, or reactions.
Live Matches & Community Events: 61 responses, representing 12.1% of the total. This pairing suggests that a significant number of respondents engage with the team by attending live matches and community events, highlighting the importance of in-person experiences.
Live Matches & TV Commercial: 55 responses, accounting for 10.9% of the total. This combination indicates that many respondents engage with live matches influenced by TV commercials.
Community Events & TV Commercial: 11 responses, making up 2.2% of the total. This combination suggests that some respondents engage with community events influenced by TV commercials, indicating the potential impact of traditional advertising on offline engagement.
Social Media & TV Commercial: 10 responses, making up 2.0% of the total. This combination suggests that some respondents engage with the team through social media influenced by TV commercials, indicating the potential reach of traditional advertising methods in driving online engagement.
Official Website & Live Matches: 10 responses, representing 2.0% of the total. This pairing indicates that a minority of respondents use the team's official website while watching live matches, possibly to access additional content or features.
Official Website & Community Events: 10 responses, accounting for 2.0% of the total. Similar to the above, this combination suggests that a small portion of respondents engage with the team's official website regarding community events.
Social Media & Community Events: 8 responses, accounting for 1.6% of the total. This combination indicates that a small portion of respondents connect with the team via social media regarding community events, showing a potential avenue for promoting and participating in community initiatives.
Official Website & TV Commercial: 5 responses, making up 1.0% of the total. This combination indicates that a few respondents engage with the team's official website influenced by TV commercials.
Overall, the data highlights the fact that fan engagement is a multi-channel process, involving many platforms such as social media, live matches, community activities, official websites, and TV advertising. These platforms have separate responsibilities but are interconnected in how individuals interact with and support the sports team.
The researchers analyzed the data on fan engagement channels, particularly considering that over 70% of respondents belong to the Gen Z demographic, and discerned compelling reasons why Social Media & Official Website emerged as the most prevalent factors. Their analysis aligns with contemporary research on consumer behaviour, which emphasizes the central role of digital platforms in shaping brand interactions among younger generations (Seemiller & Grace, 2017). As digital natives, Gen Z individuals naturally gravitate towards online channels for information, social interaction, and brand engagement (Chu & Kim, 2011). Thus, it's logical that the combination of Social Media & Official Website ranks highest, as these platforms offer dynamic and interactive experiences, enabling fans to connect with the team's brand identity in real time. This prevalence underscores the significance of online visibility and brand representation in capturing the attention and loyalty of Gen Z consumers, who prioritize authenticity and digital engagement. The researchers' reflection offers insights into the contemporary dynamics of fan engagement, highlighting the pivotal role of digital platforms in fostering connections with sports teams, particularly among younger demographics.
4.2.3 Interpretation of “Factors Influencing Fan Support”
Brand Image & Social Media Presence: This combination is the most prevalent, with 257 responses, accounting for 51.1% of the total. It suggests that a significant portion of respondents are influenced by the team's brand image and its presence on social media platforms, indicating the importance of a strong online presence in shaping perceptions and garnering support.
Team Performance & Players: 66 responses, accounting for 13.1% of the total. This combination suggests that a significant portion of respondents are influenced by both the team's performance and the qualities of its players.
Players & Club History: 51 responses, representing 10.1% of the total. This pairing suggests that a significant number of respondents are influenced by both the current players and the team's historical significance.
Team Performance & Club History: 48 responses, representing 9.5% of the total. This pairing indicates that a notable number of respondents are influenced by both the team's current performance and its historical background.
Team Performance & Brand Image: 19 responses, making up 3.8% of the total. This combination suggests that some respondents are influenced by both the team's performance and its overall brand image.
Club History & Brand Image: 18 responses, representing 3.6% of the total. This pairing indicates that a small but notable number of respondents are influenced by the team's historical significance and its brand image.
Team Performance & Social Media Presence: 16 responses, making up 3.2% of the total. This combination indicates that some respondents are influenced by both the team's performance and its presence on social media platforms.
Players & Brand Image: 12 responses, making up 2.4% of the total. This combination indicates that a few respondents are influenced by both the players' individual qualities and the team's overall brand image.
Club History & Social Media Presence: 9 responses, accounting for 1.8% of the total. Similar to the above, this combination suggests that some respondents are influenced by the team's historical background and its presence on social media platforms.
Players & Social Media Presence: 7 responses, accounting for 1.4% of the total. This combination indicates that a minority of respondents are influenced by both the players and the team's presence on social media platforms.
The data highlights the complex interplay of factors such as brand image, club history, player qualities, team performance, and social media presence in shaping individuals' support or loyalty towards a sports team. Each factor contributes uniquely to the overall perception and appeal of the team.
The researchers analyzed the data and found that Brand Image & Social Media Presence emerged as the most influential factors among respondents, especially considering that over 70% of them fall within the Gen Z age range (18-25). Their analysis aligns with scholarly research, such as a study by Hamizar et al. (2024), which suggests that brand image significantly impacts consumer preferences and behaviours. Additionally, Gen Z individuals, known for their digital savviness, heavily rely on social media for information and engagement. Research by Lenhart et al. (2012) and Smith (2007) indicates that social media plays a crucial role in shaping perceptions and building brand loyalty among younger demographics. Therefore, the high prevalence of Brand Image & Social Media Presence as influential factors can be attributed to their alignment with the preferences and behaviours of Gen Z, as supported by academic literature.
4.2.4 Interpretation of “Fans Preferred Social Media Platform”
Instagram & TikTok: This combination is the most prevalent, with 276 responses, representing 54.9% of the total. It suggests that a significant majority of respondents use Instagram alongside TikTok, highlighting the popularity of these platforms for visual content sharing and engagement.
Facebook & X (Twitter): 52 responses, making up 10.3% of the total. Similar to the Instagram & X (Twitter) combination, this suggests that respondents use Facebook alongside another unspecified social media platform, likely Twitter.
Instagram & Facebook: 35 responses, accounting for 7.0% of the total. This combination suggests that a portion of respondents use both Instagram and Facebook, possibly for different types of content consumption or interaction.
X (Twitter) & Website: 27 responses, making up 5.4% of the total. This combination indicates that respondents use Twitter alongside accessing a website.
Facebook & Website: 23 responses, accounting for 4.6% of the total. This combination indicates that some respondents use Facebook in conjunction with accessing a website, possibly for additional information or engagement opportunities.
Instagram & X (Twitter): 18 responses, making up 3.6% of the total. This combination suggests that some respondents use Instagram alongside another unspecified social media platform, likely Twitter based on the "X" placeholder.
Website & TikTok: 15 responses, representing 3.0% of the total. This combination indicates that some respondents use a website in conjunction with TikTok.
Instagram & Website: 14 responses, accounting for 2.8% of the total. This combination indicates that a portion of respondents use Instagram in conjunction with accessing a website, possibly for additional information or engagement opportunities.
YouTube & X (Twitter): 12 responses, making up 2.4% of the total. Similar to the Facebook & X (Twitter) combination, this indicates that respondents use YouTube alongside another unspecified social media platform, likely Twitter.
Facebook & YouTube: 9 responses, representing 1.8% of the total. This pairing indicates that a small number of respondents engage with content on both Facebook and YouTube, possibly for accessing a variety of multimedia content.
Instagram & YouTube: 7 responses, accounting for 1.4% of the total. This suggests that a portion of respondents use both Instagram and YouTube together.
YouTube & Website: 7 responses, accounting for 1.4% of the total. This combination suggests that some respondents use YouTube in conjunction with accessing a website.
X (Twitter) & TikTok: 4 responses, accounting for 0.8% of the total. This suggests that a small number of respondents use both Twitter and TikTok together.
YouTube & TikTok: 3 responses, representing 0.6% of the total. This suggests that a minimal number of respondents use both YouTube and TikTok together.
Facebook & TikTok: 1 response, representing 0.2% of the total. This suggests that a minimal number of respondents use both Facebook and TikTok together.
In general, the data underscores the diverse array of social media platform configurations employed by both individuals and organizations, which reflects distinct inclinations towards engaging with, consuming, and interacting with content across multiple platforms.
The researchers analyzed the data and found that Instagram and TikTok emerged as the most popular combination among respondents, particularly notable given that over 70% of them belong to the Gen Z age range (18-25). Their analysis aligns with academic research, such as Swanson’s (2022) study, which emphasizes Gen Z individuals' preference for visually oriented social media platforms offering short-form video content, interactivity, and authenticity, with Instagram and TikTok being prime examples. The researchers observed that Instagram and TikTok effectively meet these preferences, catering to the behaviours and desires of the Gen Z demographic. Moreover, the seamless integration of Instagram and TikTok content sharing, coupled with their mutual emphasis on user-generated content and trends, further solidifies their appeal among this age group. Hence, the researchers attribute the high prevalence of Instagram and TikTok usage to their resonance with the preferences and behaviours of the Gen Z demographic, as corroborated by scholarly findings.
please based on the written above use the following to apply it, Contribution to knowledge: This refers to the new insights, findings, or perspectives that the study brings to the table. It asks how the study adds to what we already know about the topic. This could involve uncovering new trends, validating existing theories, challenging assumptions, or introducing novel methodologies.