Generation Z as a Target of Mobile Apps Advertising
Generation Z as a Target of Mobile Apps Advertising

Summary/Abstract: Generation Z’s influence on the media market remains underestimated in many regards. It is partially because of how relatively small this cohort is when compared to other active cohorts – especially since about a half of them still has not yet reached maturity and still remains in their childhood and adolescent years – and partially because the overwhelming change this cohort brings is emerging too rapidly, and therefore often does not get noticed. In our paper, we look at some of the most self-evident cases of Generation Z’s influence on the media world and we explain their importance in the context of mobile-apps marketing, that takes place mainly on social media and reciprocally in other mobile apps. In our paper we look into the evolution of TikTok social network, its influence and its demography – as more than 40% of all TikTokers are actually members of the Generation Z cohort – which dictates a plethora of new socio-economic trends on the media market, but also opens several questions regarding morality and ethics of this phenomenon.

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