REPSOL AND GENERATION Z: A STUDY OF DIGITAL COMMUNICATION STRATEGIES AND THEIR INFLUENCE ON BRAND PERCEPTION

Abstract

This study analyzes the impact of Repsol¿s digital communication strategies on brand perception among Generation Z in Spain, focusing on the company¿s presence on TikTok. The digital transformation has shifted corporate communication from traditional media to interactive and personalized platforms, creating challenges for traditional industries like energy. Generation Z, as digital natives, demands authenticity, transparency, and continuous engagement, which forces companies like Repsol to adapt their messaging and branding. Using a mixed-methods approach, this research combines a quantitative content analysis of 196 TikTok videos published by Repsol between October 2023 and February 2025 with a perception survey targeting Gen Z. The content analysis categorizes videos by thematic topics aligned with corporate values, communication style, and engagement metrics, while the survey evaluates Gen Z¿s perception of Repsol¿s brand, especially regarding sustainability. The study aims to assess the effectiveness of Repsol¿s TikTok strategy in engaging younger audiences and offers strategic recommendations to optimize its digital outreach. It contributes to a broader understanding of how traditional companies can make good use of social media platforms to enhance visibility and engagement among new generations.