Characteristics of the MZ Generation as Funsumers and Types of Funsumer Marketing: Focusing on Funsumer Marketing

Abstract

Funsumer, a combination of fun and consumer, refers to a person who makes fun a major factor in purchasing and enjoying when consuming content or services. What they seek is so-called a waste. Funsumer pursues fun both in the consumption process and after consumption, and shares their fun on SNS or short form platforms such as Instagram. In particular, the MZ generation is paying attention to this cost-fun, and a number of web dramas, advertisements, YouTube contents, short form contents, and metaverse contents are produced for them, and the MZ generation, who do not want to remain only consumers, becomes producers and creates a playground called Panplay. Therefore, here we examine the definition of fun, the characteristics of the MZ generation, the emergence and characteristics of funsumer, and the characteristics and six types of funsumer marketing for the MZ generation, which is funsumer. Through this, we will find out how funsumer uses and accepts fun Content.