Consumer Behavior in Internet Environment: Generation Z and its priorities

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@

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

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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.

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