Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students
| Autor: | Ágnes, U.T. |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
регіональний брендинг
regional branding students regional development strategy студенты поведінка покупця consumer behavior territorial marketing стратегія регіонального розвитку поведение потребителей региональный брендинг территориальный маркетинг територіальний маркетинг стратегия регионального развития студенти |
| Popis: | Considering that in most cases graduates of higher educational establishments stay and work in small settlements, the potential target audience for the use of territorial marketing tools is the student as representatives of generation Z. The main characteristics of generation Z in the article are determined emotional lability, decision making, rejection and relative resilience in stressful situations, constant search for self-identification, multitasking, communication difficulties and, reducing attention spans and ongoing online presence on social media. The article uses the results of bibliometric analysis of scientific publications of scientists and researchers from Hungary, as well as the data of the Hungarian Youth Survey 2016 (its representative sample is 8000 respondents aged 18 to 29 years). |
| Databáze: | OpenAIRE |
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