Author: Nina V. Trubnikova, Anzhelika V. Porudchikova
Communicology. 2018. Vol.6. No.3
Nina Vadimovna Trubnikova, Cand. Sc. (Philol.), associate professor, head of department “Advertising and Public Relations” of People Friendship University of Russia;
Anzhelika Vitalievna Porudchikova, graduate student, Peoples Friendship University of Russia. Address: 117198, Moscow, Miklouho-Maclay st., 6. E-mail: ninavadimovna@ mail.ru.
Abstract. The paper is dedicated to the new realities of digital space in the context of commercial communications. Based on open sources, the authors analyze the state of the communication market and its digital-drivers, reveal specific characteristics of Internet user, and provide the description of the main directions of users’ interaction with digital channels. Special attention is paid to marketing behavior of ‘generation Z’. Based on the analysis of the behavior of this new generation, authors reveal and systematize some methods of influence and guidelines for communicative strategies in modern communications industry.
Keywords: digital marketing, augmented reality, performance, Big Data, native advertising, generation Z, content, branding
Text: PDF
For citation: Trubnikova N.V., Porudchikova A.V. Consumer Behavior in Internet Environment: Generation Z and its priorities. Communicology (Russia). 2018. Vol. 6. No.3. P. 93-103. DOI 10.21453 / 2311-3065-2018-6-3-93-103.
References
Buckingham D., Willett R. (2013). Digital Generations: Children, Young People, and the New Media. Routledge.
Duffett R.G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers. Vol. 18 Issue: 1. P. 19-39.
GfK Research (2018): Trends in the development of the Internet audience in Russia [el. source]: http://www.gfk.com/en/insaity/press-release/issledovanie-gfk-proniknovenie-interneta-v-rossii (In Rus.).
Jordan A. (2017). Presidential Address: Digital Media Use and the Experience of Childhood: Reflections across the Generations. Journal of Communication. № 66 (6). P. 879-887.
Maletin S. (2017). Features of consumer behavior of the generation Z. Russian Business. Vol. 18. No. 21. P. 3347-3360 (In Rus.).
Micheli M. (2015). What is New in the Digital Divide? Understanding Internet Use by Teenagers from Different Social Backgrounds. Communication and Information Technologies. Annual. P. 55-87.
Nosova S., Kuzheleva-Sagan I. (2013). Young people in the network information and communication society: foreign approaches to the study of the problem. Siberian Psychological Journal. No. 49 (In Rus.).
Ozhiganova E.M. (2015). The theory of generations of N. Hove and V. Strauss. Possibilities of practical application. Business education in the economy of knowledge. No. 1 (1). P. 94-97 (In Rus.).
Panyukova V. (2017). Trends of consumer behavior of representatives of generation Y and Z. Marketing and logistics. No. 3. P. 81-87 (In Rus.).
Rogers S., Thorson E. (2017). Digital Advertising: Theory and Research. Routledge. Shevchenko D. (2015). The study of consumer behavior of large segments of the market in Russia: the generational approach. Practical marketing. No. 4 (194). P. 4-13 (In Rus.).
World review of the entertainment industry and the media: forecast for 2017-2021 [el. source]: https://www.pwc.ru/outlook2017 (In Rus.).
Communicology. 2018. Vol.6. No.3
Nina Vadimovna Trubnikova, Cand. Sc. (Philol.), associate professor, head of department “Advertising and Public Relations” of People Friendship University of Russia;
Anzhelika Vitalievna Porudchikova, graduate student, Peoples Friendship University of Russia. Address: 117198, Moscow, Miklouho-Maclay st., 6. E-mail: ninavadimovna@ mail.ru.
Abstract. The paper is dedicated to the new realities of digital space in the context of commercial communications. Based on open sources, the authors analyze the state of the communication market and its digital-drivers, reveal specific characteristics of Internet user, and provide the description of the main directions of users’ interaction with digital channels. Special attention is paid to marketing behavior of ‘generation Z’. Based on the analysis of the behavior of this new generation, authors reveal and systematize some methods of influence and guidelines for communicative strategies in modern communications industry.
Keywords: digital marketing, augmented reality, performance, Big Data, native advertising, generation Z, content, branding
Text: PDF
For citation: Trubnikova N.V., Porudchikova A.V. Consumer Behavior in Internet Environment: Generation Z and its priorities. Communicology (Russia). 2018. Vol. 6. No.3. P. 93-103. DOI 10.21453 / 2311-3065-2018-6-3-93-103.
References
Buckingham D., Willett R. (2013). Digital Generations: Children, Young People, and the New Media. Routledge.
Duffett R.G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers. Vol. 18 Issue: 1. P. 19-39.
GfK Research (2018): Trends in the development of the Internet audience in Russia [el. source]: http://www.gfk.com/en/insaity/press-release/issledovanie-gfk-proniknovenie-interneta-v-rossii (In Rus.).
Jordan A. (2017). Presidential Address: Digital Media Use and the Experience of Childhood: Reflections across the Generations. Journal of Communication. № 66 (6). P. 879-887.
Maletin S. (2017). Features of consumer behavior of the generation Z. Russian Business. Vol. 18. No. 21. P. 3347-3360 (In Rus.).
Micheli M. (2015). What is New in the Digital Divide? Understanding Internet Use by Teenagers from Different Social Backgrounds. Communication and Information Technologies. Annual. P. 55-87.
Nosova S., Kuzheleva-Sagan I. (2013). Young people in the network information and communication society: foreign approaches to the study of the problem. Siberian Psychological Journal. No. 49 (In Rus.).
Ozhiganova E.M. (2015). The theory of generations of N. Hove and V. Strauss. Possibilities of practical application. Business education in the economy of knowledge. No. 1 (1). P. 94-97 (In Rus.).
Panyukova V. (2017). Trends of consumer behavior of representatives of generation Y and Z. Marketing and logistics. No. 3. P. 81-87 (In Rus.).
Rogers S., Thorson E. (2017). Digital Advertising: Theory and Research. Routledge. Shevchenko D. (2015). The study of consumer behavior of large segments of the market in Russia: the generational approach. Practical marketing. No. 4 (194). P. 4-13 (In Rus.).
World review of the entertainment industry and the media: forecast for 2017-2021 [el. source]: https://www.pwc.ru/outlook2017 (In Rus.).
