| Abstract | Generacija Z obuhvaća generacijsku kohortu rođenih krajem 1990-ih i početkom 2010-ih godina. Označava skupinu mladih rođenu u potpuno izgrađenom digitalnom dobu. Samim time predstavljaju i generaciju koja je odrasla na internetu, s velikom lakoćom koristi sva tehnološka dostignuća i postavlja nove trendove na tržištu u skladu sa svojim potrebama i preferencijama. Kako ova generacija stasa u novu generaciju potrošača, sve se više pažnje u znanstvenim krugovima posvećuje upoznavanju ove generacije. Uz istraživanje o ponašanju i uspostavljanju socijalnih kontakata, navika i preferencija ove digitalizirane generacije, sve se više pažnje usmjerava na prilagođavanje i kreiranje inovativnih marketinških strategija kako bi se privuklo novu generaciju potrošača. Naime, radi se mladima koji su iznimno informirani, obrazovani, cijene autentičnost, poštuju razlike i izražavaju liberalne stavove. Tvrtke pronalaze razne načine i strategije kako bi im pristupili u skladu s njihovim stavovima i potrebama koje se razlikuju od prijašnjih generacija. Ova generacija mora biti zaintrigirana, a nerijetko se povodi za vršnjacima. Stalno propitkuje i iznimno cijeni pristup i kvalitetu. Stoga za marketinške stručnjake predstavlja i poseban izazov. Cilj ovog rada je istražiti specifičnosti generacije Z, njihovo ponašanje, stavove preferencije i kupovne navike, a potom i na koji način se oglašivači prilagođavaju novoj generaciji potrošača na društvenim mrežama. Metode istraživanja koje su korištene u radu su metode analize i sinteze pri čemu se metoda analize odnosi na analizu dostupnih podataka i literature temeljene na znanstvenim časopisima, knjigama, blogovima i drugim aktualnim internet izvorima, koji obuhvaćaju razna istraživanja, statističke podatke i analize. Metodom sinteze dolazi se do objedinjenja zasebno istraženih cjelina kako bi se prikazao cjeloviti kontekst važnosti generacije Z za budućnost oglašavanja, marketinških aktivnosti, te na posljetku i nove ere marketinga. |
| Abstract (english) | Generation Z includes the generational cohort born in the late 1990s and early 2010s. It denotes a group of young people born in a fully developed digital age. In this way, they represent the generation that grew up on the Internet, uses all technological achievements with great ease and sets new trends on the market in accordance with their needs and preferences. As this generation grows into a new generation of consumers, more and more attention is being paid in scientific circles to getting to know this generation. Along with research on the behavior and establishment of social contacts, habits and preferences of this digitized generation, more and more attention is being focused on adapting and creating innovative marketing strategies to attract a new generation of consumers. Namely, it works with young people who are extremely informed, educated, value authenticity, respect differences and express liberal attitudes. Companies are finding different ways and strategies to approach them according to their attitudes and needs which are different from previous generations. This generation must be intrigued, and often follows their peers. They constantly question and extremely appreciate attidute and quality. Therefore, it also represents a special challenge for marketing experts. The aim of this paper is to investigate the specifics of generation Z, their behavior, attitudes, preferences and purchuase habits, and how advertisers adapt to the new generation of consumers on social networks. The research methods used are methods of analysis and synthesis, whereby the analysis method refers to the analysis of available data and literature based on scientific journals, books, blogs and other current internet sources, which include various research, statistical data and analyses. The method of synthesis leads to the unification of separately researched entities in order to present the complete context of the importance of generation Z for the future of advertising, marketing activities, and finally the new era of marketing. |
