The website through Gen Z's eyes: Key insights and important elements for effective online PR promotion of universities

Hana Volfova (), Anna Janku (), Miroslav Landa () and Natalie Rausova ()
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Hana Volfova: Skoda Auto University, Mlada Boleslav, Czech Republic
Anna Janku: Skoda Auto University, Mlada Boleslav, Czech Republic
Miroslav Landa: Skoda Auto University, Mlada Boleslav, Czech Republic
Natalie Rausova: Skoda Auto University, Mlada Boleslav, Czech Republic

Marketing Science & Inspirations, 2024, vol. 19, issue 2, 14-23

Abstract: The article builds on the theoretical foundations of online PR and marketing communication, focusing on the changing approaches and expectations of Generation Z, which is increasingly digitally savvy and influences trends in online marketing. We analyse how the digital competencies and preferences of Generation Z university students affect their perception of online PR elements of university websites such as clarity, trendy design, visual aspect, informativeness, and functionality of websites. The results of this research provide valuable insights for marketers and PR specialists striving to better understand how to communicate with Generation Z and how to effectively use online PR strategies for better engagement and building stronger relationships with this key demographic group.

Keywords: cultural differences; education; digital; Generation Z; online PR; website (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:19:y:2024:i:2:p:14-23

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