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2020, vol. 51, br. 3, str. 210-218
Analiza stavova GenZ prema medijima i potrošnji - region Balkana
Univerzitet Metropolitan, Fakultet za menadžment, Beograd

e-adresanenad.penc@metropolitan.ac.rs, tatjana.mamula@metropolitan.ac.rs, teodora.delic@gmail.com
Sažetak
U radu se analizira ponašanje generacije Z (GenZ) na Balkanu (Srbija, Hrvatska i Republika Srpska). Predstavljeni su rezultati istraživanja koje je sprovedeno među mladima od 12 do 25 godina tokom decembra 2019. i januara 2020. Ukupno je učestvovalo 523 ispitanika: 309 ispitanika iz Srbije, 102 iz Hrvatske i 112 iz Republike Srpske. Analizirane teme su bile: Generacija Z i komunikacija, uloga interneta u životu generacije Z, navike u kupovine i potrošnji GenZ. Pored mnogih sličnosti rezultata između globalnih istraživanja i ciljanog regiona Balkana, pronađene su i analizirane i neke specifičnosti regiona. Cilj rada je bio da predstavi uvide koji mogu da budu od pomoći istraživačima (prevashodno marketarima) da bolje razumeju ponašanje GenZ. Zaključak daje analizu-poređenje sličnosti i razlika o generaciji Z na svetskom i nivou Balkana.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/markt2003210P
objavljen u SCIndeksu: 12.01.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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