Naslov
Students' attitudes toward value-driven digital marketing

Autori
Jadanec, Ana-Marija ; Babić, Tihana

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

Izvornik
MIPRO 2020 : 43rd International Convention : Proceedings / Skala, Karolj - Opatija : Hrvatska udruga za informacijsku i komunikacijsku tehnologiju, elektroniku i mikroelektroniku - MIPRO, 2020, 849-854

Skup
43rd International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO 2020)

Mjesto i datum
Opatija, Hrvatska, 28.09.2020. - 02.10.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
value-driven marketing ; digital marketing ; brands ; social responsibility ; students

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti, Interdisciplinarne humanističke znanosti, Dizajn

POVEZANOST RADA