GENERATION Y, INFLUENCE OF THE MEDIA ON ITS PURCHASE BEHAVIOUR
GENERATION Y, INFLUENCE OF THE MEDIA ON ITS PURCHASE BEHAVIOUR
Author(s): Alena HruškováSubject(s): Social Sciences, Psychology, Communication studies, Sociology, Social psychology and group interaction, Behaviorism, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; generation Y; generation Z; marketing communication; media; purchase behaviour;
Summary/Abstract: With the expanding media offer caused mainly by technical development, the structure of our experience with the media is also changing. The medial experience often prevail over the own experience. The media can show standards, values and acceptable patterns of behaviour that help young people to socialize and to participate in the specific society. We will examine this power of media considering the impact of mass media advertising on the purchase behaviour of young people who are increasing their education at one of the universities in Slovakia. Using the questionnaire survey we bring the opinions, interests and lifestyle of generation Y. This generation represents the interesting target group for many companies.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 100-109
- Page Count: 10
- Language: English
