WIRTUALIZACJA KOMUNIKACJI MARKETINGOWEJ W KONTEKŚCIE PRZEMIAN POKOLENIOWYCH I ZMIAN STYLÓW ŻYCIA
VIRTUALIZATION OF MARKETING COMMUNICATION IN THE CONTEXT OF POPULATION AND LIFESTYLE CHANGES
Author(s): Krystyna Mazurek-Łopacińska, Magdalena SobocińskaSubject(s): Economy, Psychology, Communication studies, Sociology, Theory of Communication, Behaviorism, Social development, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: generational changes; lifestyles; marketing communication; virtualization; social media;
Summary/Abstract: The paper aims to show the changes in consumer behavior in the context of generational change accompanied by the development of forms and styles of marketing communication. Particular attention was devoted to virtualization of marketing communication and generations Y and Z, whose representatives use digital media in many areas of life. The paper is based on studies of literature and an analysis of the results of research completed within the project: „Internet marketing and the use of new technologies in the conduct of business cooperation with customers.” The survey was conducted on a sample of 152 companies. Taking into consideration ongoing generational changes, the results of the quantitative study indicate an insufficient range of Internet applications in communication activities carried out by the surveyed companies.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 143-154
- Page Count: 12
- Language: Polish