Analysis of attitudes of GenZ toward media and consumption: The region of Balkans-Reference-Cited by-同舟云学术

Analysis of attitudes of GenZ toward media and consumption: The region of Balkans

Published:2020 Issue:3 Volume:51 Page:210-218
ISSN:0354-3471
Container-title:Marketing
language:en
Short-container-title:Marketing

Author:

Perić Nenad,Mamula-Nikolić Tatjana,Delić Teodora

Abstract

The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.

Publisher

Centre for Evaluation in Education and Science (CEON/CEES)

Subject

Industrial and Manufacturing Engineering,Materials Science (miscellaneous),Business and International Management

Link

https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2020/0354-34712003210P.pdf

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