MARKETING COMMUNICATION AND INNOVATION AMONG THE GENERATION-Z
Arpad Papp-Vary, Zoltan Szabo, Diana Pacsi, Attila Kovacs
Pages: 70-79
Published: 8 Oct 2022
Views: 507
Downloads: 58
Abstract: Although interest in innovation has declined in recent years, its importance remains crucial. Innovation has really become a part of our lives today; we meet more and more developments every day. As innovation shapes our future, it is important to map how the next generation enters the labor market. In the present study, we examine this, i.e., the relationship between Z-generation and innovation. In the study, we used the methodology of focus group analysis to answer which marketing channels are most accessible to young people in their 20s, what content they typically consume, and how to motivate them to innovate.
Keywords: innovation, marketing innovation, social media, communication, z-generation
Cite this article: Arpad Papp-Vary, Zoltan Szabo, Diana Pacsi, Attila Kovacs. MARKETING COMMUNICATION AND INNOVATION AMONG THE GENERATION-Z. Journal of International Scientific Publications: Economy & Business 16, 70-79 (2022). https://www.scientific-publications.net/en/article/1002420/
Back to the contents of the volume
© 2025 The Author(s). This is an open access article distributed under the terms of the
Creative Commons Attribution License https://creativecommons.org/licenses/by/4.0/, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. This permission does not cover any third party copyrighted material which may appear in the work requested.
Disclaimer: The Publisher and/or the editor(s) are not responsible for the statements, opinions, and data contained in any published works. These are solely the views of the individual author(s) and contributor(s). The Publisher and/or the editor(s) disclaim any liability for injury to individuals or property arising from the ideas, methods, instructions, or products mentioned in the content.