Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students
Considering that in most cases graduates of higher educational establishments stay and work in small settlements, the potential target audience for the use of territorial marketing tools is the student as representatives of generation Z. The main characteristics of generation Z in the article are de...
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| Format: | Article |
| Language: | English |
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The Academic Research and Publishing UG (i. G.) (AR&P) LLC
2020-04-01
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| Series: | SocioEconomic Challenges |
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| Online Access: | https://armgpublishing.com/wp-content/uploads/2020/04/3-4.pdf |
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| author | Urbánné Treutz Ágnes |
| author_facet | Urbánné Treutz Ágnes |
| author_sort | Urbánné Treutz Ágnes |
| collection | DOAJ |
| description | Considering that in most cases graduates of higher educational establishments stay and work in small settlements, the potential target audience for the use of territorial marketing tools is the student as representatives of generation Z. The main characteristics of generation Z in the article are determined emotional lability, decision making, rejection and relative resilience in stressful situations, constant search for self-identification, multitasking, communication difficulties and, reducing attention spans and ongoing online presence on social media. The article uses the results of bibliometric analysis of scientific publications of scientists and researchers from Hungary, as well as the data of the Hungarian Youth Survey 2016 (its representative sample is 8000 respondents aged 18 to 29 years). The Hungarian student body (as a target audience for the use of territorial marketing tools) was researched by age, median income, attitudes to religion, family status, number and composition of households, leisure activities, emotional attachment to a particular territory. When introducing the concept of territorial marketing, it is important to take into account such features of the student body as determination and, in most cases, financial dependence on parents, therefore, mechanisms for improving the financial support of this category of population are considered, taking into account the strategic goals of territorial development. When formulating marketing policies, it is important to take into account globalization processes and their impact on different spheres of regional development. The results of the study are of practical importance and can be used by local authorities in developing a marketing and branding strategy for regional development. |
| format | Article |
| id | doaj-art-fa54f2c15a2e40d7a6c2e02b3a97db84 |
| institution | DOAJ |
| issn | 2520-6621 2520-6214 |
| language | English |
| publishDate | 2020-04-01 |
| publisher | The Academic Research and Publishing UG (i. G.) (AR&P) LLC |
| record_format | Article |
| series | SocioEconomic Challenges |
| spelling | doaj-art-fa54f2c15a2e40d7a6c2e02b3a97db842025-08-20T02:45:10ZengThe Academic Research and Publishing UG (i. G.) (AR&P) LLCSocioEconomic Challenges2520-66212520-62142020-04-0141283510.21272/sec.4(1).28-35.2020Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian studentsUrbánné Treutz Ágnes0https://orcid.org/0000-0001-8604-9064PhD Student, Assistant Lecturer, Department of Marketing Management, Faculty of Economics and Social Sciences, Szent István University, HungaryConsidering that in most cases graduates of higher educational establishments stay and work in small settlements, the potential target audience for the use of territorial marketing tools is the student as representatives of generation Z. The main characteristics of generation Z in the article are determined emotional lability, decision making, rejection and relative resilience in stressful situations, constant search for self-identification, multitasking, communication difficulties and, reducing attention spans and ongoing online presence on social media. The article uses the results of bibliometric analysis of scientific publications of scientists and researchers from Hungary, as well as the data of the Hungarian Youth Survey 2016 (its representative sample is 8000 respondents aged 18 to 29 years). The Hungarian student body (as a target audience for the use of territorial marketing tools) was researched by age, median income, attitudes to religion, family status, number and composition of households, leisure activities, emotional attachment to a particular territory. When introducing the concept of territorial marketing, it is important to take into account such features of the student body as determination and, in most cases, financial dependence on parents, therefore, mechanisms for improving the financial support of this category of population are considered, taking into account the strategic goals of territorial development. When formulating marketing policies, it is important to take into account globalization processes and their impact on different spheres of regional development. The results of the study are of practical importance and can be used by local authorities in developing a marketing and branding strategy for regional development.https://armgpublishing.com/wp-content/uploads/2020/04/3-4.pdfstudentsz-generationconsumer behaviorterritorial marketingregional brandingregional development strategy |
| spellingShingle | Urbánné Treutz Ágnes Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students SocioEconomic Challenges students z-generation consumer behavior territorial marketing regional branding regional development strategy |
| title | Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students |
| title_full | Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students |
| title_fullStr | Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students |
| title_full_unstemmed | Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students |
| title_short | Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students |
| title_sort | transformation of z generation in the context of globalization and place marketing the case of hungarian students |
| topic | students z-generation consumer behavior territorial marketing regional branding regional development strategy |
| url | https://armgpublishing.com/wp-content/uploads/2020/04/3-4.pdf |
| work_keys_str_mv | AT urbannetreutzagnes transformationofzgenerationinthecontextofglobalizationandplacemarketingthecaseofhungarianstudents |