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The website through Gen Z's eyes: Key insights and important elements for effective online PR promotion of universities

Author

Listed:
  • Hana Volfova

    (Skoda Auto University, Mlada Boleslav, Czech Republic)

  • Anna Janku

    (Skoda Auto University, Mlada Boleslav, Czech Republic)

  • Miroslav Landa

    (Skoda Auto University, Mlada Boleslav, Czech Republic)

  • Natalie Rausova

    (Skoda Auto University, Mlada Boleslav, Czech Republic)

Abstract

The article builds on the theoretical foundations of online PR and marketing communication, focusing on the changing approaches and expectations of Generation Z, which is increasingly digitally savvy and influences trends in online marketing. We analyse how the digital competencies and preferences of Generation Z university students affect their perception of online PR elements of university websites such as clarity, trendy design, visual aspect, informativeness, and functionality of websites. The results of this research provide valuable insights for marketers and PR specialists striving to better understand how to communicate with Generation Z and how to effectively use online PR strategies for better engagement and building stronger relationships with this key demographic group.

Suggested Citation

  • Hana Volfova & Anna Janku & Miroslav Landa & Natalie Rausova, 2024. "The website through Gen Z's eyes: Key insights and important elements for effective online PR promotion of universities," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 19(2), pages 14-23.
    • Handle: RePEc:cub:journm:v:19:y:2024:i:2:p:14-23
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    More about this item

    Keywords

    cultural differences; education; digital; Generation Z; online PR; website;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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