D 2017

PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS

BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ

Basic information

Original name

PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS

Authors

BRACINÍKOVÁ, Veronika (703 Slovakia, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, belonging to the institution)

Edition

Trnava, MARKETING IDENTITY - online rules - part II, p. 16-28, 13 pp. 2017

Publisher

Univerzita sv. Cyrila a Metoděje, Trnava

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

RIV identification code

RIV/47813059:19520/17:00011018

Organization unit

School of Business Administration in Karvina

ISBN

978-80-8105-918-6

Keywords in English

millennials; communication means; media consumption; use of technology
Změněno: 7/2/2020 10:58, RNDr. Daniel Jakubík

Abstract

V originále

Recent years have seen a fundamental shift in how individuals are choosing to use and consume their media. The structural perspective emphasizes the importance of factors such as audience availability and access to media technologies in shaping audience behaviour. While different generations have always posed a challenge for marketers due to their unique characteristics, Millennials have created a more difficult challenge because they are not as influenced by traditional media as previous generations. In addition to understanding the psychographic profile of Millennials, it is also beneficial to understand their perceptions about effectiveness of communication means. Thus, the aim of the paper is to investigate the media usage and Czech Millennials´ preferences in the area of media consumption and communication means and to determine the correlations regarding the gender and age. In the case of relation of the perceptions of the communication means effectiveness, generally, we can say that there are no differences, relations between gender and ATL communication tools in the Millennials segment. But on the other hand we found the relations between gender and BTL communication means. During the testing of the relation between the using the media and age of respondents of segment Millennials just one relation was found.
Displayed: 16/11/2024 08:18