Entity's Communication Strategy in the Selected Segment Targeted at Gen Z
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000187" target="_blank" >RIV/02819180:_____/24:#0000187 - isvavai.cz</a>
Result on the web
<a href="https://redfame.com/journal/index.php/smc/article/view/6807" target="_blank" >https://redfame.com/journal/index.php/smc/article/view/6807</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11114/smc.v12i2.6807" target="_blank" >10.11114/smc.v12i2.6807</a>
Alternative languages
Result language
angličtina
Original language name
Entity's Communication Strategy in the Selected Segment Targeted at Gen Z
Original language description
Generation Z has many attributes and if we were to sum them up in one word, it is certainly specific. Although we also discuss few commonalities with Millennials in our article, Z generation presents a big challenge for brands to reach them, as their expectations of brands, as well as their own lifestyle, are diametrically opposed. At the same time, Generation Z is entering the labour market, so they are also starting to become economically active, although their behaviours and expectations in this area are also different. In our article, we looked at reaching Generation Z via the communication strategy of brands. Thus, based on the characteristics of Generation Z and primary and secondary research, the aim of the article is to look at the possible methods of reaching this target group via communication strategy in specific segments. The primary research focuses on how the representatives of Generation Z perceive brands, why they pay their attention to them and what is their approach to advertising. We will point out the results of secondary research on marketing communications and consumer behaviour of a generational cohort of young people and the impact of marketing communications and communication strategy on their lives. At the same time, with the partial results of our own survey, we will point out the preferences of factors in purchasing decisions.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50200 - Economics and Business
Result continuities
Project
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Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Studies in Media and Communication
ISSN
2325-8071
e-ISSN
2325-808X
Volume of the periodical
12
Issue of the periodical within the volume
2
Country of publishing house
US - UNITED STATES
Number of pages
12
Pages from-to
215-226
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85194098259