Pregled bibliografske jedinice broj: 1271314
Social Media Communication Habits of Emerging Adults with Brands during the Covid-19 Pandemic
Social Media Communication Habits of Emerging Adults with Brands during the Covid-19 Pandemic // 9th REDETE Conference RESEARCHING ECONOMIC DEVELOPMENT AND ENTREPRENEURSHIP IN TRANSITION ECONOMIES. Present and Future Challenges in Regional Development in the Adriatic-Ionian Region CONFERENCE PROCEEDINGS / Ateljević, Jovo ; Iacobucci, Donato ; Petrović, Jadranka (ur.).
Banja Luka: Faculty od Economics, University of Banja Luka, 2023. str. 352-367 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1271314 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Social Media Communication Habits of Emerging Adults
with Brands during the Covid-19 Pandemic
Autori
Arsova, Monika ; Mitreva, Mila ; Jovanov Apasieva, Tamara ; Fotova Čiković, Katerina
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
9th REDETE Conference RESEARCHING ECONOMIC DEVELOPMENT AND ENTREPRENEURSHIP IN TRANSITION ECONOMIES. Present and Future Challenges in Regional Development in the Adriatic-Ionian Region CONFERENCE PROCEEDINGS
/ Ateljević, Jovo ; Iacobucci, Donato ; Petrović, Jadranka - Banja Luka : Faculty od Economics, University of Banja Luka, 2023, 352-367
ISBN
978-99976-57-16-9
Skup
9th REDETE Conference: Present and Future Challenges in Regional Development in the Adriatic-Ionian Region
Mjesto i datum
Ancona, Italija, 15.07.2022. - 16.07.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
social media ; communication ; emerging adults ; brands ; Facebook ; Instagram ; Twitter
Sažetak
This study examines the social media communication habits of emerging adults regarding their communication with brands, during the Covid-19 pandemic. The research was done through online questionnaires (Google Forms) on a sample of 284 emerging adults, aged 18-29. The paper integrates three different social media in the analysis – Facebook, Instagram and Twitter, as a unique combination of media that were researched during this period. The results show that emerging adults prefer using Facebook and Instagram in their communication with brands and have used them in the past six months, while Twitter is rarely used for this purpose. The frequency of usage of Facebook and Instagram is mostly every day. The results of the relative importance of social media for brand communication with emerging adults show divided opinions, with one part perceiving them as important media for communication and another part of the respondents, as less important. On the other side, most emerging adults find that their preferred social media – Facebook and Instagram are good sources of information for products or services. Additionally, they state that brand communication on these media has a positive influence on their purchase decision. The results show that the communication between brands and emerging adults is not one-way, but mainly an interactive process in which the respondents engage with the content of the communication messages by clicking on it to see more. Based on primary research, this study can be of use to the companies in crafting informed communication strategies and plans, that best suit the habits of their potential consumers in the ongoing and future crisis of similar nature.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti
