Designing a Sustainable Brand by Engaging Brand-Consumers’ Collaboration: Generation Z Co-Creators and Influencers in Serbia
Dizajniranje održivog brenda saradnjom angažovanog potrošača i brenda Kokreatori i influenseri Generacije Z Srbiji
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.
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.
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