Naslov
Consumer Мedia Habits of Emerging Adults vs. Media Investment Trends of Companies during Covid-19

Autori
Mitreva, Mila ; Arsova, Monika ; Jovanov Apasieva, Tamara ; Fotova Čiković, Katerina

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

Izvornik
8th REDETE Conference "Researching economic development and entrepreneurship in transition economies : Geopolitics and the Political Economy of Conflict in the Balkans and the Eastern Mediterranean: Refugees, Energy Sector and Prospects for the Future" – conference proceedings / Ateljević, Jovo ; Petrović, Jadranka - Banja Luka : Faculty od Economics, University of Banja Luka, 2021, 155-169

ISBN
978-99976-57-04-6

Skup
8th REDETE Conference Researching economic development and entrepreneurship in transition economies

Mjesto i datum
Niš, Srbija, 03.09.2021. - 05.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing ; investment ; consumers ; media ; respondents ; TV ; Facebook

Sažetak
This paper analyzes the habits of media usage by the consumers in the period during the Covid-19 pandemic on one side, and the trends of investment in different media for marketing purposes, on the other. The analysis was conducted through online questionnaires (via Google forms) on a sample of 284 respondents from the generation Z (emerging adults). This paper puts accent on two types of media - television as traditional media and Facebook as social media. The results show that most of the respondents have used both media - TV as well as Facebook for communication with companies, in the last six months in the pandemic. Regarding the relative importance of the media for advertising, the respondents consider social media to be more important media for advertising when compared to TV. Usage characteristics show that 57.4% of emerging adults use TV on daily basis, mostly an hour per day, while 89.9% use Facebook every day, at least two hours per day. On the other side, according to the existing empirical data, during the pandemic, most of the companies have invested more in social vs. traditional media for their marketing activities, thus keeping in line with current market trends. Considering the analysis of consumers’ preferences, this paper can assist the companies in making informed and better marketing investment decisions in the ongoing and future crisis.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA