Generation Z as consumers of goods and services
Rozhina E.Yu.1
, Selivanova I.V.1
1 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 18, Number 24 (December 2017)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The article is devoted to the assessment of psychological characteristics of Russian youth in order to predict the development benchmarks and promote brands in a social context. The authors undertake a theoretical review and analysis of domestic and foreign literature on this issue, they also study the needs of young people. That allowed predicting the development benchmarks for the brand. Then we consider the views of generation Z on the promotion of brands in the market (an advertising company) and give recommendations for marketers.
Keywords: brand, forecasting, brand promotion, marketing strategy, generation Z
JEL-classification: Z13, D12, D11
References:
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Carr N. The Shallows: What the Internet Is Doing to Our BrainsLass312a14. Retrieved from http://lass312a14.pbworks.com/w/file/fetch/85789675/Carr_TheShallows.pdf
Cassandra Report: Gen Z Uncovers Massive Attitude ShiftsDeep Focus'. Retrieved from http://www.deepfocus.net/press/deep-focus-cassandra-report-gen-z-uncovers-massive-attitude-shifts/
Engaging Gen X, Y and ZAdReaction. Retrieved from http://www.millwardbrown.com/adreaction/genxyz/
Greenfield S. (2012). Influence of New Media on Human Brain The Influence of New Media on Consciousness and Behavior of Youth. 145-151.
Kelly Frank S., Jukes Ian, McCain Ted Teaching the Digital Generation: No More Cookie-Cutter High SchoolsPlay.google. Retrieved from https://play.google.com/store/books/details?id=bcYhAQAAQBAJ
Kusina O.A. (2013). Sotsialnye seti kak effektivnyy instrument marketinga v industrii vstrech [Social Networks as an Effective Marketing Tool of MICE]. Creative economy. (1(73)). 11-123. (in Russian).
Leonteva T.I., Kotenko S.N. (2017). Osobennosti obucheniya inostrannomu yazyku pokoleniya Z: traditsii i novatorstvo [Teaching English to Generation Z students: traditions and innovations]. Territoriya novyh vozmozhnostey. Vestnik Vladivostokskogo gosudarstvennogo universiteta ekonomiki i servisa. 9 (1(36)). 152-158. (in Russian).
Maksimova O.A. (2013). «Tsifrovoe» pokolenie: stil zhizni i konstruirovanie identichnosti v virtualnom prostranstve ["Digital" generation: lifestyle and identity building in virtual space]. Bulletin of Chelyabinsk State University. 81 (22(313)). 6-10. (in Russian).
Mohr R. (2015). Generation Z: oder Von der Zumutung, älter zu werden Frankfurt am Main: Fischer Verlag GmbH.
Prensky M. (2001). Digital Natives, Digital Immigrants On the Horizon. 9 (5).
Roberts R. The Digital Generation and Web 2.0: E-Learning Concern or Media Myth? In Handbook of Research on Practices and Outcomes in E-Learning: Issues and TrendsNew York: IGI Global. Retrieved from https://www.igi-global.com/chapter/digital-generation-web/38348
Rozhina E.Yu., Selivanova I.V. (2014). K voprosu o brendbildinge v Rossii i za rubezhom v kontekste obucheniya professionalnomu inostrannomu yazyku [On the issue of brand building in Russia and abroad in the context of professional foreign language teaching ] Modern trends in education and science. 94-99. (in Russian).
Schwegler P. Das braucht Werbung um Frauen ueber 50 anzusprechenWuv. Retrieved from https://www.wuv.de/medien/das_braucht_werbung_um_frauen_ueber_50_anzusprechen
The digitisation of everythingEy. Retrieved from http://www.ey.com/Publication/vwLUAssets/The_digitisation_of_everything_-_How_organisations_must_adapt_to_changing_consumer_behaviour/%24FILE/EY_Digitisation_of_everything.pdf
Voigt A., Linder P. Moderne Medienwelten, „Werbung ist wichtig“Sachsen-Anhalt SEMIK-Projekt MedienBausteine. Retrieved from https://www.bildung-lsa.de/archiv/medienbausteine/pdf/voigt.pdf
Werbung für die Generation ZAMERIA GmbH, Heidelberg. Retrieved from https://ameria.de/werbung-fuer-generation-z/
Wie Werbung für Generation Z sein sollteJungeZielgruppen.de. Retrieved from http://jungezielgruppen.de/millward-generation-z/
Дергунов Т. Формула менеджмента. Практическое пособие начинающего руководителяLoshkarov-v.narod2. Retrieved from http://loshkarov-v.narod2.ru/pdf/timur_dergunov_formula_menedzhmenta_prakticheskoe_.pdf
Нечаев В.Д., Дурнева Е.Е. "Цифровое поколение": психолого-педагогическое исследование проблемыПедагогика. Retrieved from http://sevcbs.ru/main/wp-content/uploads/2016/05/Statya-k-zhurnalu-Pedagogika-2016-----1.pdf
Рукавишников А.П. Позиционирование бренда для молодежиMarketing. Retrieved from http://www.marketing.spb.ru
Сергеева В.П., Ярчак И.Л. Технология интерактивного обучения бакалавров деловому общению на иностранном языкеСреднее профессиональное образование. (in Russian). Retrieved from https://elibrary.ru/item.asp?id=27162274
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