INTENSITY AND THE WAY OF USING ON-LINE DIGITAL MEDIA WITHIN THE CONTEXT OF OFF-LINE REALITY OF THE YOUNG
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The paper is concerned on the characteristics of the young from Generation Z and on their behaviour in terms of offline and online reality of their lives, particularly within the field of interpersonal relations, leisure time activities and their attitudes. It deals with processing the current expert knowledge in this field and presents the results of the own quantitative research realized on a representative sample of high school students in Slovakia (n=1968), who are the part of Gen Z. The interpretations of the research results are based on the statistical analysis of responses from the standardised questionnaire. The analyses are monitoring correlations between the measure of using online digital media and the family environment of young people, spending their leisure time, in relation to their studies or to the consumption of addictive substances.
Authors and Affiliations
Jarmila Blahová, Martin Fero, Ivana Novotná
Keywords
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