ANALYSIS OF USER PREFERENCES WHEN SEARCHING
FOR INFORMATIONS ONLINE IN CASE OF GENERATION X AND Y
ANALYSIS OF USER PREFERENCES WHEN SEARCHING
FOR INFORMATIONS ONLINE IN CASE OF GENERATION X AND Y
Author(s): Radovan Bačík, Richard Fedorko, Jakub Horváth, Mária OleárováSubject(s): Psychology, Business Economy / Management, Communication studies, Sociology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: information; online marketing; user preferences;
Summary/Abstract: The main objective of the research is to identify user preferences of Generation X and Y related to the use of communication channels and digital devices when searching for information about product via the Internet. In the case of statistical analysis, we focus on differences in the preferences of Generation X and Y. Our analysis is based on the primary data obtained thorugh the questionnaire survey carried out on a sample of 414 respondents. The article also summarizes the theoretical basis of the issue of online marketing as well as mobile marketing. Articles ambition is to provide a better understanding of customer preferences of Generation X and Y in relation to online activities that can be in terms of the future direction of marketing communications considered as significant.
Journal: Megatrendy a médiá
- Issue Year: 4/2017
- Issue No: 1
- Page Range: 122-139
- Page Count: 18
- Language: English