Kültürel Değişim Temelinde X ve Z Kuşağınn Ebeveynlik Algısı: Zmet Tekniği Temelinde Bir Analiz

Batu, Mikail; Tos, Onur

doi:10.31123/akil.1172893

Cited by 2 publications

(1 citation statement)

References 61 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In other words, this genealogical cohort is also seen as the new conservatives who embrace traditional beliefs and value the family unit [11], thus having several features in common with members of the Silent Generation (humans born from 1925 to 1945) who are their grandparents or even great-grandparents [4,6,45]. Additionally, they also seem to have common parenting values with GenXer regarding cultural change and cross-generational parenting of children, such as love, respect, peace, and togetherness [93]. Moreover, they are ready for any mission set for them with confidence and a lot of optimism.…”

Section: Genzermentioning

confidence: 99%

Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate

Nicolaou

2022

Sustainability

View full text Add to dashboard Cite

A brand can get close to its audience by engaging and delivering integrated healthy and sustainable communication experiences from and through the Internet and social media. A de novo approach of branded content consumption in relation to generations and generational cohorts is highlighted through a literature review in the present article. The latest three adult generational cohorts (18 years old and older) (i.e., Generation X, Generation Y and Generation Z) are outlined under the lenses of digital technological socio-cultural culture, the media environment, and the audiovisual industry. In this framework, an audiovisual-supported case study of the Greek chocolate “LACTA” which is a characteristic and typical paradigm of re-approaching the brand, (a) through branded content from and through the Internet and social media; as well as (b) through generations is presented. The ultimate research purpose of this article is to spotlight the role of communication in sustainable development to reach a better and more sustainable future through multi-generational marketing. Therefore, historical elements through a rich bibliographic literature as a source of further study regarding the Internet, social media, and the last three generational cohorts with adults are provided. Moreover, since not all generational cohorts are alike, it also grants useful insights for the prospective role of public relations and advertising as well as modern marketing communication through the aforementioned brand case study for healthy, robust and sustainable communication.

show abstract

Section: Genzermentioning

confidence: 99%

Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate

Nicolaou

2022

Sustainability

View full text Add to dashboard Cite

show abstract

Research on the Effect of Brand Love on Generation Y's Loyalty to Sports Shoe Brands

ÖNER,

GÜRBÜZ

2023

Girişimcilik İnovasyon Ve Pazarlama Araştırmaları Dergisi

View full text Add to dashboard Cite

Amaç: Y kuşağının, spor ayakkabısı ürünlerine marka sadakati göstermelerinde marka aşklarının etki düzeyinin belirlenmesi ve spor ayakkabısı ürünlerine marka aşkı ve sadakati göstermelerinde, demografik özelliklerinin farklılık gösterme durumunun araştırılması, amaçlanmaktadır. Tasarım/Metodoloji/Yaklaşım: Araştırmanın evrenini Y Kuşağı oluşturmaktadır. Veriler online kartopu örneklemesi yöntemiyle uygulanan anket formu ile 402 katılımcıdan toplanmıştır. Marka aşkını ve marka sadakatini oluşturan boyutlar keşfedici faktör analizi ile belirlenmiş, marka aşkının marka sadakatine etkisi regresyon analizi ile ölçülmüştür. Spor ayakkabısı markalarına gösterilen marka aşkı ve marka sadakatinin demografik özelliklerine göre farklılıkları t testi ve Anova analizleri ile test edilmiştir. Bulgular: Y kuşağının %73,4’ünün öncelikli olarak tercih ettiği bir spor ayakkabı markası bulunmakta olup, bu markalara duydukları “yakınlık ve bağlılık” ile “tutku” boyutlarında açıklanan marka aşklarında meydana gelen 1 birimlik olumlu değişme marka sadakatlerini %66 düzeyinde artırmaktadır. Spor ayakkabısı markalarına gösterilen marka aşkı ve marka sadakatleri cinsiyet, gelir, eğitim düzeyi ve mesleklerine göre farklılık göstermemektedir. Araştırma Sınırlamaları/Etkileri: Y kuşağının spor ayakkabısı markalarına sadakatinde marka aşkının aracılık etkisi online olarak ankete katılan tüketiciler ve anketin uygulandığı tarihte tercih ettikleri spor ayakkabı markaları ile sınırlıdır. Özgünlük: Marka aşkının marka sadakatine etki düzeyinin Y kuşağı ve spor ayakkabısı markaları özelinde belirlenmesi teori ve uygulama açısından özgün değerini oluşturmaktadır.

show abstract

Kültürel Değişim Temelinde X ve Z Kuşağınn Ebeveynlik Algısı: Zmet Tekniği Temelinde Bir Analiz

Cited by 2 publications

References 61 publications

Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate

Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate

Research on the Effect of Brand Love on Generation Y's Loyalty to Sports Shoe Brands

Contact Info

Product

Resources

About