THE IMPACT OF DIGITAL TECHNOLOGIES ON CONSUMER BEHAVIOUR OF GENERATION Y – „RETRO“ TREND
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The area of consumer behavior is dynamic and constantly evolving. When digital technologies emerged, their variability, availability and use significantly influenced consumer behaviour and shopping, as well as the lifestyle of consumers across all ages. They are using new technologies while being more literate, more demanding and more rational when it comes to a range of products and services. Most companies / brands cannot operate without using digital technologies and focus their marketing activities right on the online environment. Generation Y can be defined as a young generation that has grown up surrounded by digital technologies and the Internet, uses them on a daily basis and considers them to be a part of their lives. The paper deals with Generation Y and the impact of digital technologies on changes in consumer behaviour of this generation. This paper also illustrates the current trend dominating the generation, a so-called „retro“ trend.
Authors and Affiliations
Petra Grešková
Keywords
Related Articles
- EP ID EP169658
- DOI -
- Views 141
- Downloads 0
THE CURRENT STATE AND LEVEL OF KNOWLEDGE OF THE YOUNG GENERATION IN THE CONTEXT OF STUDY OF THE IMPACT OF THE INTERNET AND DIGITAL MEDIA ON EDUCATION
The contribution deals with the impact of digital media and the Internet on education and educational process and has the character of a theoretical-empirical study. The contribution defines the selected theoretical basi...
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...
THE IMPACTS OF REPUTATION MANAGEMENT IN AUTOMOTIVE INDUSTRY
The main topic of this paper is reputation in automotive industry. Attention paid to reputation, image, identity, strategy and public opinion is important part of the succesful and well going automotive company. Strong r...
FACTORS INFLUENCING THE SALES OF FOOD FOR SPECIAL NUTRITION THE USE OF DIGITAL FORMS OF SALES
Aim: The aim of this study was to compare availability of food for consumers suffering from celiac disease with factors that most influence the purchases of these foods. Background: The number of people who have trouble...
EVOLUTION AND PRESENT SITUATION OF COMPUTER GAMES PROTECTION ACCORDING TO THE COPYRIGHT ACT
Slovak legal experts are aware of the constant need to adjust the Copyright Act to the current demands related to new digital technologies that allow the creation and application of works, including producing their copie...