Naslov (eng)

Consumer Behavior of Gen Y and Gen Z During the COVID-19 Pandemic

Autor

Mamula Nikolić, Tatjana
Delić, Teodora
Perić, Nenad

Opis (eng)

Abstract: The paper focuses on different aspect of consumer behavior of Gen Y and Gen Z during the COVID-19 pandemic and also on how this pandemic will influence further behavior both regarding consumers and companies. All indicators so far show that in the coming period, there will be a turnaround in consumer behavior, with new opportunities for businesses (e.g. contactless economy, teleworking, ecommerce and renovated logistics). As a must, marketing activities adapt to the needs and lifestyle of the new generation. Marketing tools that require from companies themselves to have a disruptive way of thinking in order to efficiently and effectively approach new generations are the result of considering and analyzing how the new generations consume products and media. As they themselves grew up in the digital and visual age they expect different forms of marketing. Some of the best ways for companies to follow theese needs is creating authentic messages and live content, livestreaming, personalization of content, cooperation with influencers, constant innovation and co-creations.

Jezik

engleski

Datum

2022

Licenca

© All rights reserved

Predmet

Key words: Millennials (Gen Y), Gen Z, behavior, brands, product, digital.

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