Consumer Behavior in Internet Environment: Generation Z and its priorities
https://doi.org/10.21453/2311-3065-2018-6-3-93-103
Abstract
The paper is dedicated to the new realities of digital space in the context of commercial communications. Based on open sources, the authors analyze the state of the communication market and its digital-drivers, reveal specific characteristics of Internet user, and provide the description of the main directions of users’ interaction with digital channels. Special attention is paid to marketing behavior of ‘generation Z’. Based on the analysis of the behavior of this new generation, authors reveal and systematize some methods of influence and guidelines for communicative strategies in modern communications industry.
About the Authors
N. V. Trubnikova
Peoples Friendship University of Russia
Russian Federation
Russian Federation
Nina Vadimovna Trubnikova, Cand. Sc. (Philol.), associate professor,
head of department “Advertising and Public Relations”
117198, Moscow, Miklouho-Maclay st., 6.
A. V. Porudchikova
Peoples Friendship University of Russia
Russian Federation
Russian Federation
Anzhelika Vitalievna Porudchikova, graduate student
117198, Moscow, Miklouho-Maclay st., 6.
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Review
For citations:
Trubnikova N.V., Porudchikova A.V. Consumer Behavior in Internet Environment: Generation Z and its priorities. Communicology. 2018;6(3):93-103. (In Russ.) https://doi.org/10.21453/2311-3065-2018-6-3-93-103
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