Brand Communication For Youth

Morozan Cristian () and Enache Elena ()
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Morozan Cristian: “Constantin Brancoveanu” University from Piteºti Faculty of Administrative and Communication Sciences Brãila
Enache Elena: “Constantin Brancoveanu” University from Piteºti Faculty of Management-Marketing in Economic Affairs Brãila

Ovidius University Annals, Economic Sciences Series, 2013, vol. XIII, issue 1, 874-879

Abstract: Focusing on the evolution of the Internet, organizations and their brands approach the relationship with the young audience thoroughly, relying on quality and differentiation. This happens because young people get bored quickly, some are shallow, but they are connected and available waiting for immediate answers and results. They are addicted to the latest technological innovations, primarily using information from the online environment and they often pay less attention to the people around them. Therefore, brands must be those that provide the necessary means for the young people to change something and to encourage them to do it quickly, keeping the original character of the proposals even if media is controlled by consumers and the practiced marketing is viral and based on collaboration.

Keywords: brand communication; youth; strategy; technology; online (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xii:y:2012:i:1:p:874-879

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