1. bookVolume 7 (2021): Issue 1 (January 2021)
Journal Details
License
Format
Journal
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
access type Open Access

Generation Y Preferences in Online Content Consumption: Content Marketing Implications for the Arts

Published Online: 18 Apr 2021
Page range: 1 - 17
Journal Details
License
Format
Journal
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
Abstract

This paper focuses on analysing the specific attributes and applications of content marketing in social media. Through an engaging and targeted content strategy using the “personas”, this kind of marketing creates an engaged and motivated audience both in the commercial and non-commercial environment. The social networks are an appropriate environment and a tool for distributing and promoting content, including arts. The aim of our research was to use an online questionnaire to describe the behaviour of Generation Y (25-40 years) when using online content and identify their preferences. We also characterize the current state and future direction of content marketing in the Slovak conditions and the possibility of its use in the realm of arts.

Keywords

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