Asking generative AI to produce a dissertation proposal based on a research theme and a few key words: on gen alpha and luxury products (information from perplexity.ai): for MBA students
My question 1: "Please come up with a research theme based on the following keywords: Hong Kong Gen Alpha, luxury products, consumer tastes and preferences, retail marketing tactics in Hong Kong."
The reply: "Here’s a potential research direction that weaves those keywords into a coherent, academically viable theme:
Possible Research Focus Areas:
Consumer Tastes and Preferences:
How Gen Alpha perceives luxury (e.g., sustainability, personalization, digital exclusivity).
Shifting value frameworks from “ownership” to “experience” or “aesthetic belonging.”
Retail Marketing Tactics:
How luxury brands in Hong Kong are adapting to attract Gen Alpha (use of AR/VR, gamification, influencer marketing).
The role of social media ecosystems (TikTok, Roblox, YouTube) in forming early brand attachments.
Cultural and Urban Influences:
How Hong Kong’s unique luxury retail landscape (malls, pop-ups, flagship stores) fosters intergenerational consumption.
Interplay of local identity, East-West cultural fusion, and digital consumerism.
Potential Research Questions:
How do Hong Kong’s Generation Alpha consumers define and express luxury in their early consumption experiences?
What retail marketing tactics are most effective in engaging and retaining Gen Alpha’s attention in the luxury market?
In what ways are parental influences and digital environments shaping Gen Alpha’s future luxury purchasing behaviors?
Theoretical Framing Options:
Consumer socialization theory
Cultural capital theory (Bourdieu)
Digital brand engagement frameworks
Generational cohort analysis"
My question 2: "Try to formulate a research proposal based on the research theme above; the proposal is to be based on pragmatism. There should be 3 research issues, 4 research objectives, 3 research questions, 2 primary research methods to use, 2 related research gaps and 2 related public media issues. There should be some explanations on how these proposal elements are related."
The reply: "Here’s a comprehensive, pragmatism-based research proposal developed from your theme on Gen Alpha and luxury consumption in Hong Kong. The structure is designed to show logical coherence between the theme, issues, objectives, questions, gaps, and research methods.
Research Proposal
Philosophical Foundation: Pragmatism
This study adopts pragmatism as its philosophical foundation. Pragmatism focuses on practical outcomes, contextual truths, and the problem-solving value of knowledge. It bridges quantitative and qualitative inquiry, emphasizing what works best to address real-world issues. In this study, pragmatism justifies a mixed-method approach, combining insights from both marketers and Gen Alpha consumers to derive actionable recommendations for Hong Kong’s luxury retail sector.
Research Issues
- Unclear understanding of Gen Alpha’s early perceptions of luxury and brand identity in Hong Kong.(A practical challenge for marketers who need to anticipate future purchasing behavior.)
- Limited empirical data on how digital retail strategies influence Gen Alpha’s consumer preferences.(A problem of evidence affecting marketing decisions and retail investment.)
- Ineffectiveness of traditional luxury marketing in engaging younger, digitally native consumers.(A strategic issue of commercial adaptation in high-end retail environments.)
Research Objectives
To identify the key consumer values and motivations shaping Gen Alpha’s perception of luxury in Hong Kong.
To examine how digital and experiential marketing practices affect Gen Alpha’s interest and engagement with luxury products.
To analyze the interplay between family influence, peer dynamics, and social media in Gen Alpha’s early luxury brand exposure.
To propose practical marketing strategies aligned with Gen Alpha’s emerging preferences and lifestyles.
Research Questions
How do Hong Kong’s Gen Alpha consumers conceptualize and differentiate luxury from non-luxury products?
What marketing tactics most effectively foster engagement and long-term brand affinity among Gen Alpha in Hong Kong’s luxury sector?
How do digital platforms, influencers, and family environments jointly shape Gen Alpha’s consumer preferences?
Research Methods
- Qualitative Phase – Semi-structured interviews and focus groups:Conduct interviews with marketing professionals in Hong Kong’s luxury sector and focus groups with parents of Gen Alpha children (aged 10–14). This captures experiential and interpretative insights consistent with pragmatism’s emphasis on contextual understanding.
- Quantitative Phase – Online survey:Administer a structured survey targeting parents and older Gen Alpha respondents (middle school age) to measure attitudes, brand awareness, and digital engagement patterns. Combining both phases provides practical, multi-perspective evidence that informs real-world marketing adaptation.
Related Research Gaps
Lack of empirical research on Generation Alpha’s luxury consumption patterns in Asian metropolitan contexts, particularly Hong Kong.
Insufficient exploration of the synergy between digital engagement and early brand socialization in shaping the next generation’s luxury consumption behavior.
Related Public Media Issues
Rise of “digital luxury childhoods” in Hong Kong media discourse, where influencers and social media content shape young consumers’ brand awareness.
Concerns about materialism and digital consumerism raised in local media debates regarding youth exposure to luxury advertising through online channels.
Coherence of Proposal Elements
Pragmatism connects all components by focusing on usefulness—how to understand and apply insights to solve current retail marketing issues.
Research issues define actionable problems, objectives refine them into measurable aims, and questions guide inquiry.
Mixed methods serve the pragmatic goal of triangulating perspectives for both theory-building and strategic recommendations.
Research gaps ensure theoretical contribution, while public media issues root the study in current Hong Kong discourse, highlighting societal relevance."
My question 3: "Please provide 5 relevant academic references and 5 non-academic references in Harvard reference format. Also useful to point out what academic theories are mentioned in the academic references suggested."
The reply: "Generation Alpha and luxury-specific academic work is still emerging, so some references will focus on youth/teen luxury consumption, social media, and Hong Kong youth materialism more broadly.
Academic references (Harvard)
Park, J. 2025, ‘How social media affects youth luxury consumption’, Asia Pacific Journal of Marketing and Logistics, advance online publication, viewed 9 December 2025.
Theories: consumer socialization theory; social comparison theory; media as socialization agent.
Gentina, E., Shrum, L.J. & Lowrey, T.M. 2016, ‘Teen attitudes toward luxury fashion brands from a social identity perspective’, Journal of Business Research, vol. 69, no. 1, pp. 314–322.
Theories: social identity theory; symbolic consumption; peer-group influence.
Filipovic, J., et al. 2025, ‘Children preferences for global and local brands: An examination of materialism and attitudes toward luxury brands’, Psychology & Marketing, advance online publication.
Theories: materialism; brand preference formation; attitude toward luxury brands.
Cheung, W.K. 2013, ‘The relationship between advertising and the level of materialism among adolescents in Hong Kong’, undergraduate thesis, City University of Hong Kong.
Theories: materialism; advertising effects; consumer socialization in Hong Kong youth.
Wong, A., Lee, M. & Chan, K. 2025, ‘Social media engagement and luxury fashion purchase intention in young Chinese consumers in Hong Kong’, Journal of Retailing and Consumer Services, advance online publication.
Theories: social media engagement; autonomous motivation (self-determination theory); materialism and purchase intention.
These theories map well to your proposal: consumer socialization and social comparison support the role of peers/social media; social identity and symbolic consumption explain luxury as identity work; materialism and motivation theories link to values and psychological drivers.
Non-academic / public media references (Harvard)
Think with Google 2024, ‘The new luxury shopper in Hong Kong’, Think with Google, 28 August, viewed 9 December 2025, https://www.thinkwithgoogle.com.
Insight on digitally influenced luxury shopping journeys and younger luxury shoppers in Hong Kong.
South China Morning Post 2023, ‘Millennials, Gen Z and Gen Alpha, luxury’s biggest consumers by 2030’, South China Morning Post (Style), 6 February, viewed 9 December 2025, https://www.scmp.com.
Media framing of Gen Alpha as a key future luxury segment.
Favoured 2025, ‘Marketing to Gen Alpha: Strategies for the next generation’, Favoured Digital Blog, 29 June, viewed 9 December 2025, https://favoured.co.uk.
Practitioner discussion of platforms (YouTube, Roblox) and influencer-based tactics for Gen Alpha.
Lean Summits 2025, ‘Marketing to Gen Alpha: Complete guide to reach digital natives’, Lean Summits Blog, 12 October, viewed 9 December 2025, https://www.leansummits.com.
Practitioner guidance on AR/VR, gamification, personalization for Gen Alpha.
Cheung, W.K. 2013, ‘The relationship between advertising and the level of materialism among adolescents in Hong Kong’, CityU Online Accessible Projects, viewed 9 December 2025, http://lbms03.cityu.edu.hk.
Also usable as a local public discussion point on media, materialism, and youth in Hong Kong.
These non-academic sources help anchor your “public media issues” on digital luxury lifestyles, precocious luxury consumption, and concerns about youth materialism and always-on marketing in Hong Kong and globally."
A collection of blog notes on using chatgpt for research purpose.
