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Marketing Communication And Innovation Among The Generation-Z

Author

Listed:
  • Arpad Papp-Vary
  • Zoltan Szabo
  • Diana Pacsi
  • Attila Kovacs

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.

Suggested Citation

  • Arpad Papp-Vary & Zoltan Szabo & Diana Pacsi & Attila Kovacs, 2022. "Marketing Communication And Innovation Among The Generation-Z," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 16(1), pages 70-79.
    • Handle: RePEc:isp:journl:v:16:y:2022:i:1:p:70-79
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    References listed on IDEAS

    as
    1. Kahn, Kenneth B., 2018. "Understanding innovation," Business Horizons, Elsevier, vol. 61(3), pages 453-460.
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    More about this item

    Keywords

    innovation; marketing innovation; social media; communication; z-generation;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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