Advertising Effectiveness of Different Media in Promoting Technology-Oriented Ideas among Young Consumers: A Multidimensional Study

Chowdhury, Tamgid Ahmed; Tushi, Tasmia Ekram

doi:10.1080/10599231.2016.1235956

Cited by 2 publications

(2 citation statements)

References 23 publications

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“…There are multiple online platforms available for the customers today and different generation cohorts use different and unique platforms (Chowdhury & Tushi, 2016). Customers comment, recommend and share views about new products, services and commercial contents in social media platforms (Barenblatt, 2015).…”

Section: Introductionmentioning

confidence: 99%

Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

Gurunathan¹,

Lakshmi²

2023

J. Professional Business Review

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Purpose: This study analyzes the perceptions and attitudes of GenX, GenY and GenZ towards online platforms and digital marketing activities. Theoretical framework: This study is qualitative in nature and data were collected from three separate focus group discussions, one each among generations X, Y and Z. Secondary data sources like previous research articles, internet sources and books were referred. Design/methodology/approach: This article is intended to get insights regarding the online platforms and digital marketing consumption patterns to understand the perceptions and attitudes of GenX, GenY and GenZ towards various online platforms. Group discussion was conducted among all generations with pre-planned questions prepared by the researcher; participants were from researcher’s personal and professional network. From transcripts were prepared and information regarding their perceptions on digital marketing and online platforms were obtained and thematic analysis was done using NVivo. Ten themes and sub-themes were identified from the chart presented through Nvivo. Findings: The perceptions of three generations regarding online platforms and digital marketing activities differ significantly as GenX are digital migrants, GenY are digital natives and GenZ are mobile natives. Research, Practical & Social implications: The emergence of internet and digitalization has forced companies to concentrate more on online platforms and digital marketing avenues. Different generations’ interest, traits, perceptions, habits, etc differ and hence there is a need to analyze and understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy. This study would pave the way for more studies and researches which would benefit both academics and industry. Originality/value: This study would help to understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy.

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Section: Introductionmentioning

confidence: 99%

Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

Gurunathan¹,

Lakshmi²

2023

J. Professional Business Review

View full text Add to dashboard Cite

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“…In 2010, digital advertising increased to 11%, and by 2020 is expected to increase 25% of outdoor advertising revenue. It is even predicted that promotional media and advertisements are formats that can die one of them, and adjust the media according to the development of the times (available) [4] [5]. Meanwhile, magazines are considered no longer a promising medium in conveying information because many commercial magazines have migrated to digital due to eroding of time.…”

Section: Introductionmentioning

confidence: 99%

The Role of Outdoor Media and "Solo Berseri" Magazine in Enhancing the Effectiveness of Surakarta Municipal Program Promotion (ATT)

Ayu

Haryono

Hastjarjo

et al. 2023

att

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This study aimed to provide input and evaluation for the Surakarta City Communication, Information, Statistics, and Encryption Service in measuring the effectiveness of their information dissemination work programs. Conducted as a descriptive quantitative research with a sample size of N = 30, the study assessed the media consumption patterns of Surakarta City residents and the affordability of the promotional media used by the Solo City Government. The findings of this study revealed that the magazine "Solo Berseri" possesses sufficient attractiveness and informational value, meeting the gratification needs of its readers. However, the limited accessibility of this magazine hampers its effectiveness as a promotional medium. These results emphasize the importance of ensuring accessibility and distribution channels for promotional materials. Addressing the limited accessibility of "Solo Berseri" would enhance its impact as a promotional medium for the Solo City Government. Additionally, the findings suggest that the strategic placement of billboards can effectively reach the target audience and disseminate important information. Based on these findings, recommendations can be made for the Surakarta City Communication, Information, Statistics, and Encryption Service to improve their information dissemination strategies. Implementing measures to increase the accessibility of "Solo Berseri" and exploring additional affordable promotional media channels could enhance the effectiveness of their communication efforts. By incorporating these suggestions, the Surakarta City Government can enhance their communication efforts and ensure that important information reaches and resonates with the residents effectively

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Advertising Effectiveness of Different Media in Promoting Technology-Oriented Ideas among Young Consumers: A Multidimensional Study

Cited by 2 publications

References 23 publications

Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

The Role of Outdoor Media and "Solo Berseri" Magazine in Enhancing the Effectiveness of Surakarta Municipal Program Promotion (ATT)

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