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

Kód výsledku v 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>

Výsledek na webu

<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

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název periodika

Ekonomika Management Inovace

ISSN

1804-1299

e-ISSN

1805-353X

Svazek periodika

10

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

79-86

Kód UT WoS článku

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EID výsledku v databázi Scopus

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