From Google to TikTok: Mixed methods analysis on the search behavior of Gen Z & implications social for companies in Austria

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.