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<p>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.</p>
</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.

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

Assistant Professor at Constantine the Philosopher University in Nitra

Social Communication

This work is licensed under the Creative Commons Attribution 4.0 International License.

This paper focuses on analysing the specific attributes and applications of content marketing in social media. Through an engaging and targeted content...

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

Published Online: Apr 18, 2021

Page range: 1 - 17

DOI: https://doi.org/10.2478/sc-2021-0001

Keywords
Generation Y, social media, content marketing, arts

© 2021 Edita Štrbová et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Published Online: Apr 18, 2021

Page range: 1 - 17

DOI: https://doi.org/10.2478/sc-2021-0001

KeywordsGeneration Y, social media, content marketing, arts

© 2021 Edita Štrbová et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Generation Y, social media, content marketing, arts