Sarah McCann

Originally from Glasgow and a former pupil of Our Lady’s High School in Cumbernauld, Sarah will soon graduate with an Honours degree in Marketing and Business Management.

Her final year project focused on the role of social media in shaping the purchasing habits of Baby Boomer consumers. Sarah conducted an online survey to explore which platforms this age group uses, why they use them, and whether they read or leave reviews when making purchasing decisions.

Sarah found that Baby Boomers are actively engaging with social media during the buying process—challenging assumptions that digital platforms are mainly used by younger generations.

Being part of a close-knit university like Abertay made a real difference. It helped me feel more confident reaching out for guidance and made the whole experience much more manageable.

Now planning to stay and work in Dundee, Sarah says the city’s affordable cost of living was a big factor in her decision to remain here after graduation.