Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate

Constantinos Nicolaou ()
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Constantinos Nicolaou: Laboratory of Electronic Media, School of Journalism and Mass Communications, Faculty of Economic and Political Sciences, Aristotle University of Thessaloniki, 546 36 Thessaloniki, Greece

Sustainability, 2022, vol. 15, issue 1, 1-28

Abstract: A brand can get close to its audience by engaging and delivering integrated healthy and sustainable communication experiences from and through the Internet and social media. A de novo approach of branded content consumption in relation to generations and generational cohorts is highlighted through a literature review in the present article. The latest three adult generational cohorts (18 years old and older) (i.e., Generation X, Generation Y and Generation Z) are outlined under the lenses of digital technological socio-cultural culture, the media environment, and the audiovisual industry. In this framework, an audiovisual-supported case study of the Greek chocolate “LACTA” which is a characteristic and typical paradigm of re-approaching the brand, (a) through branded content from and through the Internet and social media; as well as (b) through generations is presented. The ultimate research purpose of this article is to spotlight the role of communication in sustainable development to reach a better and more sustainable future through multi-generational marketing. Therefore, historical elements through a rich bibliographic literature as a source of further study regarding the Internet, social media, and the last three generational cohorts with adults are provided. Moreover, since not all generational cohorts are alike, it also grants useful insights for the prospective role of public relations and advertising as well as modern marketing communication through the aforementioned brand case study for healthy, robust and sustainable communication.

Keywords: branded entertainment campaign; audiovisual content; multi-generational marketing; Generation Z; Generation Y; Generation X; Internet technologies; millennials; zoomer; media studies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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