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Pregled bibliografske jedinice broj: 1146448

INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS


Biloš, Antun; Budimir, Bruno; Zrilić, Valentina
INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS // 27th Cromar Congress Let the Masks Fall - New Consumers in Business Research / Leko Šimić, Mirna (ur.).
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. str. 21-43 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


CROSBI ID: 1146448 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS

Autori
Biloš, Antun ; Budimir, Bruno ; Zrilić, Valentina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
27th Cromar Congress Let the Masks Fall - New Consumers in Business Research / Leko Šimić, Mirna - Osijek : Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021, 21-43

ISBN
978-953-253-184-8

Skup
Let the Masks Fall - New Consumers in Business Research

Mjesto i datum
Osijek, Hrvatska, 22.09. - 25.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers

Sažetak
Purpose: This paper aims to compare Generation X, Generation Y, and Generation Z, and show their similarities and differences between them as consumers in the decorative cosmetics industry. The digital environment has created a new trend in the industry, and this paper aims to show the differences in acceptance of those trends between the mentioned generations. Methodology: An online survey was carried out on a sample of 445 female respondents from the Republic of Croatia. Primary research was conducted in March 2020 using the Computer Assisted Web Interviewing (CAWI) method. IBM SPSS Statistics 25 software has been used for statistical analysis and related tests, including Chi-square and Kruskal-Wallis test. Results: The respondents in this research are divided into three generations (Gen X, Gen Y, Gen Z), and this paper shows the differences between mentioned generations, what factors and what characteristics decorative cosmetics consumers find important in product selection, and what source of information they find relevant. Conclusion: Differences in consumers' behavior between generations are significant, each generation has its own pattern of behavior that requires a custom marketing approach, and the digital environment presents a specific challenge.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Ustanove:
Ekonomski fakultet, Osijek

Profili:

Avatar Url Bruno Budimir (autor)

Avatar Url Antun Bilos (autor)

Poveznice na cjeloviti tekst rada:

Pristup cjelovitom tekstu rada www.researchgate.net

Citiraj ovu publikaciju:

Biloš, Antun; Budimir, Bruno; Zrilić, Valentina
INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS // 27th Cromar Congress Let the Masks Fall - New Consumers in Business Research / Leko Šimić, Mirna (ur.).
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. str. 21-43 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Biloš, A., Budimir, B. & Zrilić, V. (2021) INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS. U: Leko Šimić, M. (ur.)27th Cromar Congress Let the Masks Fall - New Consumers in Business Research.
@article{article, editor = {Leko \v{S}imi\'{c}, M.}, year = {2021}, pages = {21-43}, keywords = {Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers}, isbn = {978-953-253-184-8}, title = {INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS}, keyword = {Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers}, publisher = {Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek}, publisherplace = {Osijek, Hrvatska} }
@article{article, editor = {Leko \v{S}imi\'{c}, M.}, year = {2021}, pages = {21-43}, keywords = {Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers}, isbn = {978-953-253-184-8}, title = {INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS}, keyword = {Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers}, publisher = {Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek}, publisherplace = {Osijek, Hrvatska} }




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