GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS

It is very important that businesses should not be ignored to keep abreast of evolving technology when the contemporary world of communication evolves incredibly and considering the possibilities of using innovations in communication in marketing activities. However, whilst businesses incorporate in...

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Autores principales:	Emel SARITAŞ, Süleyman BARUTÇU
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	elements of digital communication internet social media mobile phones generation Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/ca68a48ff2d44b8e8bde2bbac857dfab
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spelling	oai:doaj.org-article:ca68a48ff2d44b8e8bde2bbac857dfab2021-11-24T09:20:44ZGENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS2148-416310.9761/JASSS7371https://doaj.org/article/ca68a48ff2d44b8e8bde2bbac857dfab2019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1544022923_33-%C3%96%C4%9Fr.%20G%C3%B6r.%20Emel%20Sar%C4%B1ta%C5%9F.pdf&key=28572https://doaj.org/toc/2148-4163It is very important that businesses should not be ignored to keep abreast of evolving technology when the contemporary world of communication evolves incredibly and considering the possibilities of using innovations in communication in marketing activities. However, whilst businesses incorporate innovations to their mix of marketing, the identification of the characteristics of the mass that they can reach with these communication elements should be considered as another important field of activity. The age factor, which is considered as the most basic criterion for defining the target group, gives the opportunity to provide more clear information to the businesses when considered as the same living group. Generations have similar thoughts and attitudes because they are influenced by socio-economic events of the same period. In this study, the use of digital communication elements and the attitudes of the generations towards these digital communication elements were analyzed according to the generations. As a result of research that have conducted especially on mobile phone, internet and social media usage; there is no difference in terms of mobile phone use among generations, but it found that there is a difference in terms of internet and social media usage. When assessed differences between generations in terms of attitudes towards messages that businesses use to communicate using digital marketing elements, it is conclude that there is no difference between generations for finding disturbing, safe and convenient but there is difference for informative and amusing attitudes. Within these findings, suggestions are given to business and marketing managers.Emel SARITAŞSüleyman BARUTÇUFırat Universityarticleelements of digital communicationinternetsocial mediamobile phonesgenerationSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 10, Iss 62, Pp 481-495 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	elements of digital communication internet social media mobile phones generation Social Sciences H Social sciences (General) H1-99
spellingShingle	elements of digital communication internet social media mobile phones generation Social Sciences H Social sciences (General) H1-99 Emel SARITAŞ Süleyman BARUTÇU GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS
description	It is very important that businesses should not be ignored to keep abreast of evolving technology when the contemporary world of communication evolves incredibly and considering the possibilities of using innovations in communication in marketing activities. However, whilst businesses incorporate innovations to their mix of marketing, the identification of the characteristics of the mass that they can reach with these communication elements should be considered as another important field of activity. The age factor, which is considered as the most basic criterion for defining the target group, gives the opportunity to provide more clear information to the businesses when considered as the same living group. Generations have similar thoughts and attitudes because they are influenced by socio-economic events of the same period. In this study, the use of digital communication elements and the attitudes of the generations towards these digital communication elements were analyzed according to the generations. As a result of research that have conducted especially on mobile phone, internet and social media usage; there is no difference in terms of mobile phone use among generations, but it found that there is a difference in terms of internet and social media usage. When assessed differences between generations in terms of attitudes towards messages that businesses use to communicate using digital marketing elements, it is conclude that there is no difference between generations for finding disturbing, safe and convenient but there is difference for informative and amusing attitudes. Within these findings, suggestions are given to business and marketing managers.
format	article
author	Emel SARITAŞ Süleyman BARUTÇU
author_facet	Emel SARITAŞ Süleyman BARUTÇU
author_sort	Emel SARITAŞ
title	GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS
title_short	GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS
title_full	GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS
title_fullStr	GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS
title_full_unstemmed	GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS
title_sort	generation and marketing communication: generations’ attitudes towards digital marketing elements
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/ca68a48ff2d44b8e8bde2bbac857dfab
work_keys_str_mv	AT emelsaritas generationandmarketingcommunicationgenerationsattitudestowardsdigitalmarketingelements AT suleymanbarutcu generationandmarketingcommunicationgenerationsattitudestowardsdigitalmarketingelements
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GENERATION AND MARKETING COMMUNICATION: GENERATIONS’ ATTITUDES TOWARDS DIGITAL MARKETING ELEMENTS

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