Social media choice of generations Y and Z in the portuguese market

dc.contributor.authorCarvalho, João M. S.
dc.contributor.authorFaria, Sílvia
dc.date.accessioned2022-04-07T09:24:05Z
dc.date.available2022-04-07T09:24:05Z
dc.date.issued2022-03-15
dc.description.abstractThe growing acceptance and use of social media are influencing marketing practices and the way brands communicate with customers and look for ideas on new products, services, and offer improvements. The use of social media is crucial in today’s marketing strategy, promoting constant interaction with customers and impacting on their decision-making processes. The purpose of this study is to know what social media platforms are preferred by people from Generations Y and Z and why. By providing specific insights, this study shows differences between Y and Z individuals and outlines that all brands must carefully plan which platforms are most useful for their business, as well as decide what to communicate and share in order to create win–win situations. The results show, in addition to the study of other social media, that Facebook is the preferred platform in all motivational factors for Generation Y and Instagram for Z, which implies that marketers must act in accordance with these preferences depending on their target audiences.pt_PT
dc.identifier.citationCarvalho, J. M. S., & Faria, S. (2022). Social media choice of generations Y and Z in the portuguese market. In J. L. Reis, M. K. Peter, R. Cayolla, & Z. Bogdanović (Eds.), Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2 (Smart Innovation, Systems and Technologies, 280), (pp. 377-389). Springer. https://doi.org/10.1007/978-981-16-9272-7_31. Repositório Institucional UPT, http://hdl.handle.net/11328/4008pt_PT
dc.identifier.doihttps://doi.org/10.1007/978-981-16-9272-7_31pt_PT
dc.identifier.isbn978-981-16-9271-0 (Print)
dc.identifier.isbn978-981-16-9272-7 (Online)
dc.identifier.urihttp://hdl.handle.net/11328/4008
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.relation.ispartofseriesSmart Innovation, Systems and Technologies book series;280
dc.relation.publisherversionhttps://link.springer.com/chapter/10.1007/978-981-16-9272-7_31pt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectSocial mediapt_PT
dc.subjectGeneration Ypt_PT
dc.subjectGeneration Zpt_PT
dc.subjectPreferencespt_PT
dc.subjectStrategypt_PT
dc.titleSocial media choice of generations Y and Z in the portuguese marketpt_PT
dc.typebook partpt_PT
degois.publication.firstPage377pt_PT
degois.publication.lastPage389pt_PT
degois.publication.titleMarketing and smart technologies: Smart innovation, systems and technologies [book series]pt_PT
degois.publication.volume280pt_PT
dspace.entity.typePublicationen
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