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Video Content Consumers and Creators: Reaching Czech Generation Z Through Youtube

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F18%3AN0100192" target="_blank" >RIV/71226401:_____/18:N0100192 - isvavai.cz</a>

  • Result on the web

    <a href="http://emijournal.cz/wp-content/uploads/2019/01/06-VIDEO-CONTENT-CONSUMERS-AND-CREATORS-REACHING-CZECH-GENERATION-Z-THROUGH-YOUTUBE.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2019/01/06-VIDEO-CONTENT-CONSUMERS-AND-CREATORS-REACHING-CZECH-GENERATION-Z-THROUGH-YOUTUBE.pdf</a>

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Video Content Consumers and Creators: Reaching Czech Generation Z Through Youtube

  • Original language description

    Youtube, the biggest internet server for video sharing, is becoming the fastest growing media within the last ten years. Since the most common viewers of Youtube are representatives of so-called generation Z, who uses the traditional media such as TV, radio or classic newspapers very little, Youtube also becomes a kind of mainstream medium. This paper aims to present generation Z’s relationship to the old and new media, as well as to present most highlighting cases of new media authors, respectively Youtube content creators. In an effort to meet the paper objectives, quantitative research (survey) aiming at representatives of the generation Z was conducted (n=455). Also, two case studies were taken into account in order to have a better understanding of the sender-receiver environment in sense of marketing communication possibilities. The first case study is a channel of a boy, a member of the Z generation, who has built his reputation mainly on hate videos. The second case study uncovers the progress of the channel ViralBrothers that shot prank videos with target advertisement and now is transforming to new channels with different content.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>ost</sub> - Miscellaneous article in a specialist periodical

  • CEP classification

  • OECD FORD branch

    50802 - Media and socio-cultural communication

Result continuities

  • Project

  • Continuities

    I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Others

  • Publication year

    2018

  • Confidentiality

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

Data specific for result type

  • Name of the periodical

    Ekonomika Management Inovace

  • ISSN

    1804-1299

  • e-ISSN

    1805-353X

  • Volume of the periodical

    10

  • Issue of the periodical within the volume

    3

  • Country of publishing house

    CZ - CZECH REPUBLIC

  • Number of pages

    8

  • Pages from-to

    79-86

  • UT code for WoS article

  • EID of the result in the Scopus database