engleski

Mobile marketing as a component in consumer's behavior

Modern information and communication technologies are changing the way we communicate, the way we shop, inform ourselves about products, and the way we consume content in a digital environment. Our behavior pattern in this digital age and this digital environment depends on what age we are, or what generation we belong to. In this paper, the focus is to determine the differences in this pattern of behavior between Generation X, Generation Y and Generation Z, known as Xers, Millenials and iGen. Generation X did grow up with TV, Generation Y with computers and Generation Y have grown up with a smartphone device. A research study conducted in the Republic of Croatia has resulted in information on the differences between those generations in the level of their incomes, their daily smartphone usage, their shopping habits, m-commerce usage and their perception of a promotional impact on them. Monthly income and mobile purchases are not causally linked as expected, a hundred percent of the respondents in this research study use a smartphone device, but results show differences, especially in the comparison of Generation X and Generation Z, while Millenials are somewhere between them. In the theoretical framework, we showed studies and surveys with research topics related to our research in order to get a comparable picture of generations' behavior in the Republic of Croatia with those in more developed countries.

mobile marketing ; consumer's behavior ; generation x ; generation y ; generation z

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