BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS. In MARKETING IDENTITY - online rules - part II. Trnava: Univerzita sv. Cyrila a Metoděje, Trnava, 2017, p. 16-28. ISBN 978-80-8105-918-6.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
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
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:58.
Abstract
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.
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