DIGITAL MEDIA IN PERSPECTIVE OF SOCIOLOGICAL RESEARCH OF YOUNG PEOPLE
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The article presents the results of a quantitative research realized on a representative sample of students of the third year of high school in Slovakia (n=1968) and their parents whose sample due to lower returns can´t be considered representative (n=770). Interpretations of research results are based on statistical analysis of responses from standardized questionnaire that records the current rate of utilization of digital media and media content preferences of young people, their parents and the relationships between them. A significant part of the analysis, however, is monitoring correlations between using digital media or media preferences and family environment of young people and social climate in their family, in relation to the use of their leisure time, in relation to the study, the consumption of addictive substances, or in connection with young people’s attitudes to marriage, religion and minorities.
Authors and Affiliations
Martin Fero
Keywords
Related Articles
- EP ID EP169693
- DOI -
- Views 122
- Downloads 0
MEDIA – INFORMATION LITERACY AND MEDIA MANIPULATION
Projects aiming to improve media and information literacy of the general population are one of the most important objectives of many governments around the world today. This paper argues in favour of a theory of social c...
FACTS, RESEARCH, SEGMENTATION
The paper describes the characteristics of target groups with respect to historical development of their segmentation in the first half of the 20th century and today. It examines the relationship of marketers to real fac...
SUSTAINABLE CREATIVE INDUSTRIES VALUE CHAIN: KEY FACTOR OF THE REGIONAL BRANDING
The paper provides a deeper look into value chain logic in supply chain relationships in a creative industries value chains. In recent years, value has been recognized as a key factor in better understanding consumer beh...
INTERNET COMMUNICATIONS AS A TOOL TO ELIMINATE THE ACTIVITIES OF ROGUE TRADERS FOCUSED ON THE SENIORS AS A TARGET GROUP
The paper starts with pointing out the economic status of seniors in Czech society. Furthermore it represents seniors as an important marketing target group. The subsequent section looks at seniors as commercially exploi...
CREATING LOVEMARKS THROUGH MOBILE APPLICATIONS
The main objective of this paper is to identify specific features of a successful mobile application marketing strategy designed to enhance branding and help create lovemarks. Building brand awareness and customer loyalt...