ANALYSIS OF USER PREFERENCES WHEN SEARCHING FOR INFORMATIONS ONLINE IN CASE OF GENERATION X AND Y
Journal Title: Megatrendy a médiá - Year 2017, Vol 4, Issue 1
Abstract
The main objective of the research is to identify user preferences of Generation X and Y related to the use of communication channels and digital devices when searching for information about products via the Internet. In the case of statistical analysis, we focus on differences in the preferences of Generation X and Y. Our analysis is based on the primary data obtained through the questionnaire survey carried out on a sample of 414 respondents. The article also summarizes the theoretical basis of the issue of online marketing, as well as mobile marketing. Article’s ambition is to provide a better understanding of customer preferences of Generation X and Y in relation to online activities that can be in terms of the future direction of marketing communications considered as significant.
Authors and Affiliations
Radovan Bačík, Richard Fedorko, Jakub Horváth, Mária Oleárová
Keywords
Related Articles
- EP ID EP274179
- DOI -
- Views 82
- Downloads 0
ROLE OF MEDIA IN THE WORLD ECONOMIC CRISES DURING THIS AND THE LAST CENTURY
We encounter media on daily basis, so the terms media or mass media are recently the most frequent terms which cannot be avoided. From the very beginning, the media has very strong influence in manipulating the public op...
WHEN THE BOOK IS NOT ENOUGH OR AGAIN ON THE END OF THE BOOKS
The article explores one side of the interaction between literature and digital media in the globalizing world which results in turning the poetry production into something of a popular bestseller of postmodernity. Furth...
THE CASE STUDY OF IMPLEMENTATION OF CSR IN CREATIVE INDUSTRY
The aim of this paper is to analyze implementation of the Corporate Social Responsibility by small and medium-sized organisations in creative industry using the CSR Canvas. The CSR Canvas was developed specifically for o...
MARKETING INFORMATION AND ITS IMPACT ON GENERATION Z
The marketing mosaic consists of many unique pieces that make a perfectly compact whole provided they are placed together carefully. However, at present it is not easy to put together the mosaic so that it bears appropri...
PERCEPTION: DETERMINANTS AND NATURE OF DIRECT AND INDIRECT EXPERIENCE
We provide a detailed description of the first stage of cognitive processes which is an integral part of the Theory of social communication published earlier by one of the contributing authors. We address the evolutionar...