The Role of Social Media in Communication of Generation Y Cover Image

Rola mediów społecznościowych w komunikacji pokolenia Y
The Role of Social Media in Communication of Generation Y

Author(s): Sylwia Kuczamer-Kłopotowska
Subject(s): Media studies, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: electronic communication; social media; Generation Y; Millennials;

Summary/Abstract: The main objective of the article is to assess the role of the widely understood electronic communication, including in particular social media in everyday reality of Generation Y (Millennials). Specific objectives were formulated in the following way: to identify the specific characteristics of Generation Y, distinguishing them from other generations and the characteristics of communication processes in Generation Y, including in particular social media communication. To achieve these objectives literature studies and desk research were used. A characteristic feature describing the vast majority of the Generation Y representatives is their unusual proficiency in handling digital technology. The level of electronic media usage in everyday life has for this generation become a specific indicator of belonging to a group and lifestyle, influencing many aspects, including but not limited to relationships, system of values, professional activity, interests, and consumer behaviour. All this makes Generation Y a specific consumer segment which constitutes a great challenge for marketing actions in every industry.

  • Issue Year: 362/2016
  • Issue No: 3
  • Page Range: 216-227
  • Page Count: 12
  • Language: Polish