Research Article
Marketing Communications and Its Sustainable Influence on Different Generations
@INPROCEEDINGS{10.1007/978-3-319-33681-7_59, author={Michal Varmus and Milan Kubina}, title={Marketing Communications and Its Sustainable Influence on Different Generations}, proceedings={Smart City 360°. First EAI International Summit, Smart City 360°, Bratislava, Slovakia and Toronto, Canada, October 13-16, 2015. Revised Selected Papers}, proceedings_a={SMARTCITY360}, year={2016}, month={6}, keywords={Marketing communications Generation Social media Customer behaviour Loyalty}, doi={10.1007/978-3-319-33681-7_59} }- Michal Varmus
Milan Kubina
Year: 2016
Marketing Communications and Its Sustainable Influence on Different Generations
SMARTCITY360
Springer
DOI: 10.1007/978-3-319-33681-7_59
Abstract
Trends in marketing communication are time to time changed due to new technologies, social trends and other aspects. Internet and social media are used in marketing communication couple of years and especially they are focused to younger customers. On the other hand recently is growing up group of older customers who are interest in internet buying and as well as in taking information from websites. This paper deals with perception of marketing communications by different generations of customers. On based of the conducted research and review of literature is shown how different generations of customers perceive marketing communication, especially traditional channels and tools versus internet and social media. During the research were used these methods: content analysis, documents study, comparative analysis, process analysis, statistic analysis, empirical research and more. One of the results of the paper is that internet is very crucial in all generations although their loyalty is different.
