The website through Gen Z’s eyes: Key insights and important elements for effective online PR promotion of universities

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F24%3A00048307" target="_blank" >RIV/29142890:_____/24:00048307 - isvavai.cz</a>
Result on the web
<a href="https://msijournal.com/the-website-through-gen-z-eyes/" target="_blank" >https://msijournal.com/the-website-through-gen-z-eyes/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.46286/msi.2024.19.2.2" target="_blank" >10.46286/msi.2024.19.2.2</a>

Result language
angličtina
Original language name
The website through Gen Z’s eyes: Key insights and important elements for effective online PR promotion of universities
Original language description
The article builds on the theoretical foundations of online PR and marketing communication, focusing on the changing approaches and expectations of Generation Z, which is increasingly digitally savvy and influences trends in online marketing. We analyse how the digital competencies and preferences of Generation Z university students affect their perception of online PR elements of university websites such as clarity, trendy design, visual aspect, informativeness, and functionality of websites. The results of this research provide valuable insights for marketers and PR specialists striving to better understand how to communicate with Generation Z and how to effectively use online PR strategies for better engagement and building stronger relationships with this key demographic group.
Czech name
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Czech description
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Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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