PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00011018" target="_blank" >RIV/47813059:19520/17:00011018 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS
Original language description
Recent years have seen a fundamental shift in how individuals are choosing to use and consume their media. The structural perspective emphasizes the importance of factors such as audience availability and access to media technologies in shaping audience behaviour. While different generations have always posed a challenge for marketers due to their unique characteristics, Millennials have created a more difficult challenge because they are not as influenced by traditional media as previous generations. In addition to understanding the psychographic profile of Millennials, it is also beneficial to understand their perceptions about effectiveness of communication means. Thus, the aim of the paper is to investigate the media usage and Czech Millennials´ preferences in the area of media consumption and communication means and to determine the correlations regarding the gender and age. In the case of relation of the perceptions of the communication means effectiveness, generally, we can say that there are no differences, relations between gender and ATL communication tools in the Millennials segment. But on the other hand we found the relations between gender and BTL communication means. During the testing of the relation between the using the media and age of respondents of segment Millennials just one relation was found.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
MARKETING IDENTITY - online rules - part II
ISBN
978-80-8105-918-6
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
16-28
Publisher name
Univerzita sv. Cyrila a Metoděje, Trnava
Place of publication
Trnava
Event location
Smolenice
Event date
Nov 7, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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