Transfer of information in the purchasing processes of generation Z – usage of virtual vs. real channels and its marketing implications
Transfer of information in the purchasing processes of generation Z – usage of virtual vs. real channels and its marketing implications
Author(s): Aleksandra Burgiel, Izabela SowaSubject(s): Economy, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: decision-making process; information transfer; generation Z behavior
Summary/Abstract: The paper presents survey results regarding the usage of virtual vs real channels of communication by members of generation Z (those born after 1994). We compare the frequency of information acquisition and transfer at different stages of the purchasing process, as well as characterize the general use of the two types of channels.
Journal: Marketing i Zarządzanie
- Issue Year: 46/2016
- Issue No: 5
- Page Range: 119-128
- Page Count: 10
- Language: English