Generation Snowflake Communication Audit

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F20%3A%230000689" target="_blank" >RIV/04274644:_____/20:#0000689 - isvavai.cz</a>

Result on the web

<a href="https://fmk.sk/download/Marketing-Identity-2020-eng.pdf" target="_blank" >https://fmk.sk/download/Marketing-Identity-2020-eng.pdf</a>

DOI - Digital Object Identifier

—

Result language

angličtina

Original language name

Generation Snowflake Communication Audit

Original language description

Human communication is evolving. This development reflects the influence of the micro- and macroenvironment, the current Covid-19 situation, and the comprehensive digitisation of the environment. The digitisation of the environment and communication occurs mainly in Generation Z, or rather in its fraction called Generation Snowflake. Is the mentioned communication based on classic communication models, or do they differ significantly? To answer such questions or to verify the constructed hypotheses, the following research goal was set: to compile a real communication model of Generation Snowflake in a marketing environment. This goal was methodically fulfilled by modern audit approaches, which not only analyse the issue, but also establish new approaches and formulate recommendations. To fulfil the goal, the technique of independent observation of the sample of 149 respondents of the generation in question is used. Based on the fulfilment of the goal and the obtained results, it is possible to design the Generation Snowflake communication model and formulate its mathematical representation: the studied generation is still based on the Shannon – Weaver communication model, but due to digitisation the used communication lines multiply. Generation Snowflake thus uses multiple layers for communication. This means that in contrast to the classic one-line communication, these people communicate on multiple lines by so-called multi-line communication. The recorded knowledge is then important especially in marketing communication. The marketing management of modern companies can thus better and effectively manage and target marketing information.

Czech name

—

Czech description

—

Type

D - Article in proceedings

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

MARKETING IDENTITY: COVID-2.0 Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2020: COVID-2.0"

ISBN

9788057201076

ISSN

2729-7527

e-ISSN

—

Number of pages

651

Pages from-to

342-350

Publisher name

Faculty of Mass Media Communication - University of Ss. Cyril and Methodius in Trnava

Place of publication

Trnava

Event location

Smolenice

Event date

Nov 11, 2020

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

—