Naslov
The role of digital marketing communication on the consumer behavior of Generation C
(The role of digital marketing communication on the consumer behavior of generation C)

Autori
Vuković, Dijana ; Keček, Damira ; Fišter, Marlena

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

Izvornik
Economic and Social Development / Curcic ; Nikola, Caric, Marko ; Roljevic, Svetlana - , 2022, 121-128

Skup
89th International Scientific Conference on Economic and Social Development

Mjesto i datum
Novi Sad, Srbija, 04.11.2022. - 05.11.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumer behaviour ; Generation C ; digital marketing communication

Sažetak
Internet and rapid development of technology have greatly changed the expectations and needs of consumers. Given the numerous advantages of Internet, consumers increasingly tend to choose and buy products from the comfort of their homes. Digital marketing is increasingly used to promote products and services to meet consumer needs and expectations. Generation C is one of the consumer segments whose members grew up with digital media. This group includes members of all generations whose main characteristic is constant connection via Internet and devices of the latest technology. The aim of this paper is to analyze attitudes on the consumer behavior of Generation C and the role of digital marketing communication in products selection. The obtained results show that Generation C members search for the information about goods and services before making a purchase decision and research reviews of other consumers who have used them and shared their experience on social networks and the seller's website. Generation C members like to share their satisfaction or dissatisfaction about goods or services they purchased in order to warn others about its shortcomings. Generation C lives in a digital age where sharing post-purchase experiences is easy and at the same time useful for future consumers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA