Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia

Mamula-Nikolić, Tatjana; Perčić, Karolina; Nećak, Mirjana

doi:10.5937/mkng2201037m

Cited by 4 publications

(2 citation statements)

References 34 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This is because the use of social networks varies according to various age groups (Thuy and Duy, 2021). Different results may emerge in studies on the younger population, for example (Mamula-Nikolić et al;2022). In addition, the participants in the current study were determined from among academicians.…”

Section: Discussionmentioning

confidence: 99%

Determining Online Travel Planning with AHP and TOPSIS Methods

Eren¹,

Khorsheed²

2023

acin

View full text Add to dashboard Cite

Online shopping has become increasingly popular in recent years. Online shopping transactions, which are frequently carried out by consumers all over the world, are also very common in the tourism sector. Users avail themselves of a variety of alternative platforms such as websites, social media or recommendation systems in order to realize their travel plans. Travel transactions can be performed through many applications and platforms. Therefore, it is becoming increasingly important to make the right choice of platform in order to perform faster transactions and make the right decisions. Accordingly, it can sometimes be a difficult process for the user who intends to plan a journey choosing the most suitable online platform from among many alternatives. This study investigated which criteria are important in order to make online travel transactions. In addition, the study included research into which platforms the users can choose in accordance with the determined criteria. Thus, the correct order of the alternatives that people can choose is revealed. In the study, AHP and TOPSIS methods, which are multi-criteria decision-making methods, were preferred. Content quality, usefulness, satisfaction, interaction opportunity, accessibility and web design criteria were used as the main criteria. In addition, sub-criteria of the main criteria were also evaluated. Alternative options were determined such as websites, blogs, Instagram, Facebook, Twitter, Google Comments. The study concludes that the content quality feature is the most important criterion in online travel transactions. Of all the online platforms, websites took the first place among the determined alternatives.

show abstract

Section: Discussionmentioning

confidence: 99%

Determining Online Travel Planning with AHP and TOPSIS Methods

Eren¹,

Khorsheed²

2023

acin

View full text Add to dashboard Cite

show abstract

“…Future generations (Generation Z and Millennials) possess a unique and fresh perspective about cities and regions (Ebrahimi et al, 2019) that can enrich Huelva's place branding strategy as well. By including them in the decision-making process, the brand can be ensured to reflect the needs and desires of these generations, enhancing their emotional connection to the city (Mamula-Nikolić et al, 2022;Nagaynay & Lee, 2020).…”

Section: Introductionmentioning

confidence: 99%

The Role of Future Generations in Place Branding: The Case of Huelva City

Ginesta,

Cristòfol,

De San Eugenio

et al. 2024

PaG

View full text Add to dashboard Cite

The process of creating place brands must position the citizen at the center of the debate. The City Council of Huelva, a city in Southern Spain with a population of 142,538 inhabitants, promoted a territorial brand in 2022 in order to seek a new positioning for the city in tourism markets, investment, and talent attraction. Its development was based on a qualitative and quantitative methodology, previously tested out in other cities and locations in Spain, which is shaped by research groups, semi-structured interviews, and surveys of the citizens. This method aims to place the citizen, who ultimately is the user of the brand, at the center of the social research process that determines the tangible and intangible values associated with the brand narrative. The main objective of this article is to highlight, based on the case study of the brand Huelva Original, the importance of two groups in the construction and deployment of a place brand (Millennials and Generation Z and the political class). Firstly, out of the 1,194 people who participated in the fieldwork, 47.92% were under 40 years old. These two generations are crucial for creating a brand narrative that has long-term viability and presence in the digital environment. Secondly, the development of the brand narrative facilitated a cooperative process among the different political groups in the City Council, especially the two most represented (conservatives and social democrats), which enables the search for collaborative workspaces among political groups to ensure that the implementation of the brand transcends the term of a mandate and goes beyond short-termism political actions. The results indicate that the new brand uniquely differentiates Huelva, emphasizing internal pride and co-creation. Open innovation facilitates cooperation among stakeholders, improving governance. Both Millennials and Generation Z citizens, as well as politicians, are key to the long-term sustainability and reach of the brand.

show abstract