Dizajniranje održivog brenda saradnjom angažovanog potrošača i brenda Kokreatori i influenseri Generacije Z Srbiji
Designing a Sustainable Brand by Engaging Brand-Consumers’ Collaboration Generation Z Co-Creators and Influencers in Serbia
Apstrakt
Svrha ovog rada je da identifikuje obim učešća generacije Z u procesu saradnje sa brendovima u Srbiji i da prouči potencijale u budućnosti. Saradnja između generacije Z (GenZ) i brendova u digitalnom svetu i intenzivnoj eri marketinga na društvenim medijima ima dve uloge: GenZ kao kokreatori i inflenseri. Cilj istraživanja je da se izmere statistički značajne razlike u odgovorima ispitanika u odnosu na ispitana mišljenja, potrebe, stavove i namere članova GenZ u vezi sa procesom saradnje (kokreatori i influenseri). U januaru i februaru 2021. istraživanje je sprovedeno sa 303 ispitanika GenZ-a u onlajn anketi. Rezultati pokazuju da skoro 70% članova GenZ-a smatra da bi organizacije trebalo češće da organizuju aktivnosti u kojima učestvuju potrošači. Uključivanjem GenZ-a u proces saradnje sa razvojem brenda, proizvoda i usluga, dobijanjem redovnih povratnih informacija od njih i angažovanjem influensera, marketing i brend menadžeri bi mogli da rade na kreiranju jedinstvenih rešenja, dodatnih vrednosti i personalizovanog iskustva. Srpski marketing i brend menadžeri, koji rade na jačanju pristupa usmerenosti na klijenta, mogli bi da primene rezultate istraživanja, uvide i preporuke kako bi zajedno sa GenZ osmislili efektniju i efikasniju saradnju za svoje brendove.
Abstract
The purpose of this paper is to identify the scope of Generation Z‘s participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research is to measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collab-oration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.
Reference
- Bhalla, G. (2011). Collaboration and Co-creation New Platforms for Marketing and Innovation. Springer Science+Business Media, LLC 2011. DOI:10.1007/978-1-4419-7082-4
- Blattberg, R., Getz, G. & Thomas, J.S. (2001). Customer Equity: Building and Managing Relationships As Valuable Assets. Harvard Business School Press. Boston, MA
- Brodie, R., Hollebeek, L.D., Juric, B. & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
4. Bowden, J.L. (2009). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74. https://doi.org/10.2753/MTP1069-6679170105 - Boyle, E. (2007), „A process model of brand cocreation: brand management and research implications“, Journal of Product & Brand Management, 16(2), 122-131. https://doi.org/10.1108/10610420710739991
- Bruhn, M., Schoenmueller, V. & Schäfer, D.B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.
https://doi.org/10.1108/01409171211255948 - Buck, R., Francis, T., Little, E., Moulton, J. & Phillips, S. (2020, April 17). How consumer-goods companies can prepare for the next normal. McKinsey & Company. Retrieved from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/how-consumer-goods-companies-can-prepare-for-the-next-normal
- Christodoulides, G., Jevons, C. & Bonhomme, J. (2012). Memo to marketers: quantitative evidence for change: how user-generated content really affects brands. Journal of Advertising Research, 52(1), 53-64. DOI:10.2501/JAR-52-1-053-064
- Deighton, J. & Kornfeld, L. (2009). Interactivity’s unanticipated consequences for markets and marketing. Journal of Interactive Marketing, 23(1), 2-12. DOI:10.1016/j.intmar.2008.10.001
- Ford, D., Mattsson, L.G. & Snehota, I. (2017). Management in the interactive business world. in Håkansson, H. & Snehota, I. No Business is an Island: Making Sense of the Interactive Business World, Emerald Publishing Ltd, Bingley, 27-45.
- Foux, G. (2006). Consumer-generated media: get your consumers involved. Brand Strategy, 202, 38-39.
- Hsu, H. & Tsou, T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31(6), 510-523. DOI:10.1016/j.ijinfomgt.2011.05.003
- Hutter, K., Hautz, J., Denhardt, S. & Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. DOI:10.1108/JPBM-05- 2013-0299
- Ind, N., & Coates, N. (2013). The meanings of co-creation. European Business Review, 25(1), 86–95. doi:10.1108/0955534131128775
- Ind, N., Fuller, C. & Trevail, C. (2012). Brand together: how co-creation generates innovation and re-energizes. Kogan Page. 1st edition.
- Interbrand (2021). Retrieved from https://interbrand.com/
- Kamboj, S., Sharmah, B., Gupta, S. & Dwivedi, J.K. (2018). Examining branding co-creation in brand communities on social media: Applying paradigm of Stimulus-Organism-Response, International Journal of Information Management, 39, 169-185. DOI:10.1016/j.ijinfomgt.2017.12.001
- Kanchan, A. (2017). Impact of digital co-creation on brand equity with special reference to IT Industry. International Journal of Scientific & Engineering Research, 8(8), ISSN 2229-5518
- Kim, A.J. & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j. jbusres.2011.10.014
- Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to consumers to the human spirit. Wiley 2010
- Laroche, M., Habibi, M. & Richard, M.O. (2013). To be or not to be in social media: how brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82. http://dx.doi.org/10.1016/j.ijinfomgt.2012.07.003
- Lenhart, A., Purcell, K., Smith, A. & Zickuhr, K. (2010). Social media & mobile Internet use among teens and young adults (Millennials). Pew Internet & American Life Project. Washington, DC.
- Lenhart, A., Smith, A., Anderson, M., Duggan, M. & Perrin, A. (2015). Teens, technology and friendships. Pew Internet & American Life Project. Washington, DC.
- Mamula Nikolić, T. (2021). New generation consumers and leaders’ behavior in the VUCA world. Metropolitan University and iLearn. ISBN: 978-86-89755-20-6, COBISS 36603145
- Mamula Nikolić, T., Perčić, K. & Nećak, M. (2020). How to guide MSMEs through challenging times: a survey on consumer behavior habits in COVID-19 crisis. The XII International Scientific Conference Emerging Trends in Business Economics: Towards Competitiveness, Digitalization and Financial Innovation and Institute of Economics, Skopje, North Macedonia. Belgrade virtual conference, 28-29. October 2020. ISBN 978-86-89465-55-6
- Mamula Nikolić, T., Popović-Pantić, S., & Muller, I. (2020). The Impact of ICT and Digitalization on Consumer Purchase Behavior of Millennials as emerging Economic and Social Force – The Case of Serbia. Society and Technology, Opportunities and Challenges, ICT and social development, Conceptual considerations, Lechman, E. (Ed.), Popowska, M. (Ed.).(2020). Society and Technology. London: Routledge, 124-150. 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
- Mamula, T. (2012). The role of marketing metrics in strategic brand management. Marketing Journal, 43(1), 49-61. ISSN 0354-3471, COBISS.SR-ID 749828
- Morning consult (n.d.). Influencer report. [pttx] Retrieved from https://morningconsult.com/influencer-report-engaging-gen-z-and-millennials/
- Moghadamzadeh A, Ebrahimi P, Radfard S, Salamzadeh A. & Khajeheian D. (2020). Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services. Sustainability, 12(17), 6926. https://doi. org/10.3390/su12176926
- Perčić, K. & Perić, N. (2021). The Effectiveness of Direct Marketing Media Regarding Attitudes of Different Target Groups of Consumers in Serbia. Periodica Polytechnica – Social and Management Sciences, 29(1), 21–32. https://doi.org/10.3311/PPso.13616
- Perčić, K., Perić, N., & Kutlača, Đ. (2019). The Adoption of Internet Media as Marketing Innovations in Serbia. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 24(2), 63-72. DOI: 10.7595/management. fon.2018.0032
- Perčić, K. & Vukadinović, L. (2019a). Innovative written expression of youth in Serbia. Zbornik Matice srpske za društvene nauke, LXX(172), 517-535. https://doi.org/10.2298/ZMSDN1972517P
- Perčić, K. & Vukadinović, L. (2019b). Reading Habits Amongst University Students in the Republic of Serbia. Teme Journal for Social Sciences, XLIII(2), 413-435.
https://doi.org/10.22190/TEME181107026P - Perić, N., Mamula Nikolić,T., & Delić, T. (2021). Analysis of Attitudes of Generation Z Toward Media and Consumption: The Region of Balkans. Marketing Journal, 3(51), 210 – 218, DOI: 10.5937/markt2003210P
- Peković, J., Zdravković, S. & Pavlović, G. (2019). Influenseri sa društvenih mreža kao prediktor namera potrošača. Marketing Journal, 50(3), 207-216. DOI: 10.5937/markt1903207P
- Peterson, M. & Koster, A (2011). The Rise of Generation C: How to prepare for the Connected Generation’s transformation of the consumer and business landscape. Strategy+Business, 62.
- Rohm, A, Kaltcheva, V.D. & Milne, G.R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295-311. https://doi-org.electra.lmu.edu/10.1108/JRIM-01-2013-0009
- Roser, T., DeFillippi, R., & Samson., A. (2013). Managing your co-creation mix: co-creation ventures in distinctive contexts. Europe Business Review, 25(1), 20–41, 21, 23. DOI:10.1108/09555341311287727
- Schivinski, B. & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
https://doi.org/10.10 80/13527266.2013.871323 - Schultz, D.E. & Peltier, J. (2013). Social media’s slippery slope: challenges, opportunities and future research directions, Journal of Research in Interactive Marketing, 7(2), 86-99. https://doi.org/10.1108/JRIM-12-2012-0054
- Spitznagel, E. (2020). Generation Z is bigger than millennials — and they’re out to change the world New York Post 2020. Retrieved from
https://nypost.com/2020/01/25/generation-z-is-bigger-than-millennials-and-theyre-out-to-change-the-world/ - Statistical Office Republic of Serbia (SORS) 2020
- Stuart, J., H. (2011). An identity-based approach to the sustainable corporate brand, Corporate Communications: An International Journal, 16(2), 139-149.
https://doi.org/10.1108/13563281111141660 - Taher, A. (2019, November 26). Influencer Marketing: Engaging Centennials & Millennials. Retrieved from https://blog.digimind.com/en/insight-driven-marketing/centennial-millennial-marketing-influencer-engagement#:~:text=In%20fact%2C%20 brands%20are%20estimated,Centennials%20and%20Millennials%20follow%20-influencers.&text=Millennials%2C%20otherwise%20 known%20as%20Gen,in%20the%20eighties%20 and%20nineties
- Thomke, S. (2001). Enlightened Experimentation: The New Imperative for Innovation. Harvard Business Review, February 2001
- Trifecta Research (2015). Generation Z Media Consumption Habit. Retrieved from http://trifectaresearch.com/wp-content/uploads/2015/09/Generation-Z-Sample-Trifecta-ResearchDeliverable.Pdf
- Vargo, S.L. & Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36, 1-10. https://doi. org/10.1007/s11747-007-0069-6
- von Hippel, Eric. (2001). Perspective: User Toolkits for Innovations. Journal of Product Innovation Management, 18(4), 247-257. https://doi.org/10.1016/S0737-6782(01)00090-X
- Vukmirović, V., Kostić-Stanković, M. & Domazet I.(2020). Influencers as a Segment of Digital Marketing Communication – Generation Y Attitudes, Marketing Journal, 51(2), 98-107.
- Yazdanparast, A., Joseph, M. & Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), 243-255. https://doi.org/10.1108/YC-03-2016-00590
- Zwass, V. (2010). Co-Creation: Toward a Taxonomy and an Integrated Research Perspective. International Journal of Electronic Commerce, 15(1), Published online 2014, 11-48. https://doi.org/10.2753/JEC1086-4415150101
- Business Insider (2019). GenZ is primed for creative collaboration with brands. Retrieved from https://www.businessinsider.com/gen-z-primed-for-creative-brand-collaboration-2019-6
- Business Instagram (2021). Born on Instagram: How to Collaborate With Brands and Build a Community. Retrieved from https://business.instagram.com/blog/born-on-instagram-brand-collaborations-creative-community/
