Students' attitudes toward value-driven digital marketing (CROSBI ID 691236)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Jadanec, Ana-Marija ; Babić, Tihana
engleski
Students' attitudes toward value-driven digital marketing
Value-driven marketing has a goal to create a deep and meaningful value, not only in customers' business but also in customers' lives by appealing to their personal values and ethics. With the rise of a new wave of technology that enables interaction between individuals and groups, customers have become well informed about brands and their products, as well as their social responsibility. The aim of the research conducted among Millennials and Generation Z students on the Algebra University College was to examine how unprecedented access to information, social media and the rise of Marketing 3.0 has changed their minds and expectations about brands and whether they choose companies that care about the same causes they care about. In this paper, their views on the value-based advertising and efficacy of digital marketing efforts will be presented.
value-driven marketing ; digital marketing ; brands ; social responsibility ; students
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Podaci o prilogu
849-854.
2020.
objavljeno
10.23919/MIPRO48935.2020.9245145
Podaci o matičnoj publikaciji
MIPRO 2020 : 43rd International Convention : Proceedings
Skala, Karolj
Opatija: Hrvatska udruga za informacijsku i komunikacijsku tehnologiju, elektroniku i mikroelektroniku - MIPRO
1847-3938
1847-3946
Podaci o skupu
MIPRO 2020
predavanje
28.09.2020-02.10.2020
Opatija, Hrvatska
Povezanost rada
Dizajn, Ekonomija, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti, Interdisciplinarne humanističke znanosti