INTENSITY AND THE WAY OF USING ON-LINE DIGITAL MEDIA WITHIN THE CONTEXT OF OFF-LINE REALITY OF THE YOUNG
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The paper is concerned on the characteristics of the young from Generation Z and on their behaviour in terms of offline and online reality of their lives, particularly within the field of interpersonal relations, leisure time activities and their attitudes. It deals with processing the current expert knowledge in this field and presents the results of the own quantitative research realized on a representative sample of high school students in Slovakia (n=1968), who are the part of Gen Z. The interpretations of the research results are based on the statistical analysis of responses from the standardised questionnaire. The analyses are monitoring correlations between the measure of using online digital media and the family environment of young people, spending their leisure time, in relation to their studies or to the consumption of addictive substances.
Authors and Affiliations
Jarmila Blahová, Martin Fero, Ivana Novotná
Keywords
Related Articles
- EP ID EP317224
- DOI -
- Views 112
- Downloads 0
THE ROLE OF KATOWICE SPECIAL ECONOMIC ZONE CO. MARKETING CONSISTENT WITH THE “PROGRAMME FOR SILESIA”
The aim of the article is to indicate the role of marketing, consistent with the Programme for Silesia in the functioning of the Katowice Special Economic Zone Co. The Katowice Special Economic Zone Co. manages the Katow...
ANALYSING THE PREFERENCES IN CUSTOMER BEHAVIOUR OF A NEW GENERATION OF CUSTOMERS THROUGH SMARTPHONES IN THE SOCIAL MEDIA ENVIRONMENT
The huge development of computers, the Internet, mobile phones, and other information and communication technologies has fundamentally influenced how companies trade with each other and how they sell products to final cu...
INCUMBENT VS. NEWCOMER ON THE ENERGY MARKET: POSSIBLE STRATEGIC SCENARIOS
Insights of the text “INCUMBENT VS. NEWCOMER. DIFFERENT STRATEGIES FOR THE CURRENT DISRUPTIVE CHANGES” that described paradigmatic changes brought by the 4th industrial revolution and their impact on the nature of the en...
DOES THE STRATEGIC APPROACH TO ON-LINE MARKETING WORTH FOR SME?
The classic marketing approach is not enough to safeguard the prosperity of a company in the conditions of the 21 st century. Authors focus on the different forms of an on-line company marketing evaluation, operating in...
TYPOLOGY, TRENDS AND BUYING BEHAVIOR OF DIGITAL CONSUMER
The paper deals with a typology, trends and buying behavior in a segment of digital consumer. In the introductory chapter we present digital consumer where we rely on the results of foreign research in which six changes...