MARKETING COMMUNICATION AND INNOVATION AMONG THE GENERATION-Z

Arpad Papp-Vary, Zoltan Szabo, Diana Pacsi and Attila Kovacs

Economy & Business Journal, 2022, vol. 16, issue 1, 70-79

Abstract: Although interest in innovation has declined in recent years, its importance remains crucial. Innovation has really become a part of our lives today; we meet more and more developments every day. As innovation shapes our future, it is important to map how the next generation enters the labor market. In the present study, we examine this, i.e., the relationship between Z-generation and innovation. In the study, we used the methodology of focus group analysis to answer which marketing channels are most accessible to young people in their 20s, what content they typically consume, and how to motivate them to innovate.

Keywords: innovation; marketing innovation; social media; communication; z-generation (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.scientific-publications.net/get/1000055/1665226902816159.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:isp:journl:v:16:y:2022:i:1:p:70-79

Access Statistics for this article

More articles in Economy & Business Journal from International Scientific Publications, Bulgaria
Bibliographic data for series maintained by Svetoslav Ivanov ().