THE IMPACT OF DIGITAL TECHNOLOGIES ON CONSUMER BEHAVIOUR OF GENERATION Y – „RETRO“ TREND
THE IMPACT OF DIGITAL TECHNOLOGIES ON CONSUMER BEHAVIOUR OF GENERATION Y – „RETRO“ TREND
Author(s): Petra GreškováSubject(s): Social Sciences, Psychology, Media studies, Sociology, Social Informatics, Marketing / Advertising, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer; Consumer behavior; Digital technologies; Generation Y; „Retro“ trend;
Summary/Abstract: The area of consumer behavior is dynamic and constantly evolving. When digital technologies emerged, their variability, availability and use significantly influenced consumer behaviour and shopping, as well as the lifestyle of consumers across all ages. They are using new technologies while being more literate, more demanding and more rational when it comes to a range of products and services. Most companies / brands cannot operate without using digital technologies and focus their marketing activities right on the online environment. Generation Y can be defined as a young generation that has grown up surrounded by digital technologies and the Internet, uses them on a daily basis and considers them to be a part of their lives. The paper deals with Generation Y and the impact of digital technologies on changes in consumer behaviour of this generation. This paper also illustrates the current trend dominating the generation, a so-called „retro“ trend.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 66-79
- Page Count: 14
- Language: English
