Analiza stavova GenZ prema medijima i potrošnji: region Balkana
Analysis of Attitudes of GenZ Toward Media and Consumption: The Region of Balkans
Apstrakt
U radu se analizira ponašanje generacije Z (GenZ) na Balkanu (Srbija, Hrvatska i Republika Srpska). Predstavljeni su rezultati istraživanja koje je sprovedeno među mladima od 12 do 25 godina tokom decembra 2019. i januara 2020. Ukupno je učestvovalo 523 ispitanika: 309 ispitanika iz Srbije, 102 iz Hrvatske i 112 iz Republike Srpske. Analizirane teme su bile: Generacija Z i komunikacija, uloga interneta u životu generacije Z, navike u kupovine i potrošnji GenZ. Pored mnogih sličnosti rezultata između globalnih istraživanja i ciljanog regiona Balkana, pronađene su i analizirane i neke specifičnosti regiona. Cilj rada je bio da predstavi uvide koji mogu da budu od pomoći istraživačima (prevashodno marketarima) da bolje razumeju ponašanje GenZ. Zaključak daje analizu-poređenje sličnosti i razlika o generaciji Z na svetskom i nivou Balkana.
Abstract
The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.
Reference
- Amed, I., Berg, A., Balchandani, A., Beltrami, M., Berg, A. Hedrich, S., Felix, R. (2019). The State of Fashion. McKinsey and Company.
- Argintaru, D. (2020) (2020) Through COVID-19, Leading Brands Have Found Their Purpose, Contributing Writer, CMO by Adobe https://cmo.adobe.com/articles/2020/5/through-covid-19–leading-brands-have-found-their-purpose-.html#gs.9bnf3v
- Beall, G. (2016). 8 Key Differences between GenZ and Millennials. Huffington Post. Retrieved from https://www.huffpost.com/entry/8-key-differences-between_b_12814200
- BRANDfog & McPherson Strategies (2018). CEOs Speaking Out. Retrieved from https://brandfog.com/survey/2018_ceo_survey.pdf
- CommScope Research (2017). Retrieved from https://www.commscope.com/press-releases/2017/commscope-research-on-gen-z-tech-intimates-reveals-an-always-on-mindset/
- Csobanka, Z. (2016). The Z Generation, Loránd Eötvös University, Faculty of Pedagogy and Psychology, Budapest, Hungary; Acta Technologica Dubnicae volume 6, 2016, issue 2.
- Dimitriou, C.K., AbouElgheit, E. (2019). Understanding generation Z’s social decision-making in travel, Tourism and Hospitality Management, Vol. 25, No. 2, 311-334.
- Francis, T., Hoefel, F., (2018). True Gen’: Generation Z and its implications for companies, McKinsey and Company;
- Husein, K., Wiweka, K., Kurniawati, R., Adnyana, I. N. (2017). The profile and behavior of „SMART TOURIST‘ (Generation Z) in travel decision making. 4th World Research Summit for Tourism and Hospitality, 8-11.12.2017, Orlando, USA.
- Kuljić, T. (2007). „Problem of Generations: Origins, Content and Continuing Relevance of Karl Mannheim’s Article“, Journal of Sociology, Social Psychology & Social Anthropology, 2007, 49:3.
- Mamula T, Popovic Pantic S, Muller I. (2020) The Impact of ICT and Digitalization on Consumer Purchase Behaviour of Millennials as emerging Economic and Social Force–the Case of Serbia, Society and Technology, Opportunities and Challenges, ICT and social development, Society and Technology. London: Routledge, https://doi.org/10.4324/9780429278945
- Mamula, T., Ćoso, D. (2015). Millennials’ way of e-learning and communication in digital era, The Sixth International Conference on e-Learning (eLearning-2015), 22-23.9.2015, Belgrade, Serbia.
- Mandelbaum, A. (2016). What Should Your Hotel Know About Generation Z?. Retrieved from https://lodgingmagazine.com/what-should-your-hotel-know-about-generation-z/
- Persada, S.F., Ivanovski, J., Miraja, B.A., Nadlifatin, R., Mufidah, I., Chin, J., Perwira Redi, A.A.N. (2020). Investigating Generation Z’ Intention to Use Learners’ Generated Content for Learning Activity: A Theory of Planned Behavior Approach, International Journal of Emerging Technologies in Learning, Vol 15(4),179-194.
- Pew Research Center: Defining generations: Where Millennials end and Generation Z begins, Retrieved from http://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
- Popović-Pantić, S., Mamula, T. (2012). The role of social media in smes sector in the new transition’s economies, 19th Conference with International Participation: Technology, Culture and Development, Tivat, September 2012.
- Porter Novelli Cone Research (2019) Undivided, GenZ purpose study,
https://www.fusemarketing.com/thought-leadership/purpose-driven-brands-sustainability-gen-z/ - Robinson, V. M., Schänzel, H.A. (2019). A tourism inflex: Generation Z travel experiences, Journal of Tourism Futures, Vol 5(2), 127-141.
- RZS Srbije i DZS Hrvatske (2019).
- Seemiller C., Meghan G. (2016). Generation Z Goes to College. USA: Jossey-Bass.
- Skift (2019), Skift‘s 2019 Millennial and Gen Z Traveler Survey, Retrieved from
https://research.skift.com/wp-content/uploads/2019/08/MillennialGenZ_Final.8.12.pdf - Slivar, I., Aleric, D., Dolenec, S. (2019). Leisure travel behavior of generation Y & Z at the destination and post-purchase, E-Journal of Tourism Vol 6(2), 147-159.
- Sulin, B., Whinston, A., Zhang, H., (2003). Building trust in online auction markets through an economic incentive mechanism, Decision Support Systems, 35, 273 – 286.
- Trifecta Research (2015). Generation Z Media Consumption Habit, Retrieved from http://trifectaresearch.com/wp-content/uploads/2015/09/Generation-Z-Sample-Trifecta-Research-Deliverable.pdf
- Van Dijck, J., Poell, T. (2013). Understanding Social Media Logic. Media and Communication, 1(1) ,2-14. DOI.org/10.17645/mac.v1i1.70.
- Whistle Sports (2019). „From Nerdy to Norm: Gen Z Connects Via Gaming. Retrieved from https://www.hrreview.co.uk/hr-news/gen-z-proclaim-themselves-as-the-hardest-working-workforce/11666
- Williams, K.C., Page, R.A. (2011). Marketing to the Generations, Journal of Behavioral Studies in Business, Vol 3 (1), 1-18.
- Wood, S. (2013). Generation Z as consumers: Trends and innovation. Institute for Emerging Issues: NC State University, https://iei.ncsu.edu/wp-content/uploads/2013/01/GenZConsumers.pdf
- Yadav, G. P., Rai, J. (2017). The Generation Z and their Social Media Usage: A Review and a Research Outline, Global Journal of Enterprise Information System, Vol 9(2), 110-116.
- Jiang, Z., Fang, S., Fan, Z., Wang, D. (2013). Selecting optimal selling format of a product in B2C online auctions with boundedly rational customers”, European Journal of Operational Research 226, 2013, 139-153.
