新冠肺炎后千禧一代消费者行为变化对广告技术和实践的影响

Prakriti Rashi, A. Bist, Ari Asmawati, Mukti Budiarto, Wahyu Yustika Prihastiwi
{"title":"新冠肺炎后千禧一代消费者行为变化对广告技术和实践的影响","authors":"Prakriti Rashi, A. Bist, Ari Asmawati, Mukti Budiarto, Wahyu Yustika Prihastiwi","doi":"10.34306/att.v3i2.210","DOIUrl":null,"url":null,"abstract":"The pandemic caused by Covid 19 has kicked off survival strategies from vulnerable groups of people to small businesses, which has challenged the core operating practices and modified consumption patterns. Thus, effective marketing strategies are imperative in these times, that not only convey values of the brand but also resonate with people.  Market disruptions are most likely to impact millennials and Gen Z and given the exploration and spending propensity, millennials are most likely to drive demand during the pandemic as well as in the post pandemic world. This research proposal aims to explore how consumer habits have changed during pandemic, how likely these habits will stick in the post pandemic world and how advertising needs to be transformed which relates best with millennials. The methodology involves a detailed analysis of literature and gathering insights from social media sites through big data.  This research investigates the impact of avoiding deterministic automatisms purchasing processes, implying the need to understand, from an academic and conceptual standpoint, the utility of the set of business strategies to truly influence consumer purchasing behaviour of Millennials. ","PeriodicalId":143921,"journal":{"name":"Aptisi Transactions on Technopreneurship (ATT)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"16","resultStr":"{\"title\":\"Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices\",\"authors\":\"Prakriti Rashi, A. Bist, Ari Asmawati, Mukti Budiarto, Wahyu Yustika Prihastiwi\",\"doi\":\"10.34306/att.v3i2.210\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The pandemic caused by Covid 19 has kicked off survival strategies from vulnerable groups of people to small businesses, which has challenged the core operating practices and modified consumption patterns. Thus, effective marketing strategies are imperative in these times, that not only convey values of the brand but also resonate with people.  Market disruptions are most likely to impact millennials and Gen Z and given the exploration and spending propensity, millennials are most likely to drive demand during the pandemic as well as in the post pandemic world. This research proposal aims to explore how consumer habits have changed during pandemic, how likely these habits will stick in the post pandemic world and how advertising needs to be transformed which relates best with millennials. The methodology involves a detailed analysis of literature and gathering insights from social media sites through big data.  This research investigates the impact of avoiding deterministic automatisms purchasing processes, implying the need to understand, from an academic and conceptual standpoint, the utility of the set of business strategies to truly influence consumer purchasing behaviour of Millennials. \",\"PeriodicalId\":143921,\"journal\":{\"name\":\"Aptisi Transactions on Technopreneurship (ATT)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-09-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"16\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Aptisi Transactions on Technopreneurship (ATT)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.34306/att.v3i2.210\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Aptisi Transactions on Technopreneurship (ATT)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.34306/att.v3i2.210","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 16

摘要

新冠肺炎疫情引发的大流行开启了从弱势群体到小型企业的生存战略,挑战了核心经营实践,改变了消费模式。因此,在这个时代,有效的营销策略是必不可少的,不仅要传达品牌的价值,还要引起人们的共鸣。市场动荡最有可能影响千禧一代和Z世代,鉴于他们的探索和消费倾向,千禧一代最有可能在疫情期间以及疫情后的世界推动需求。这项研究计划旨在探索消费者习惯在大流行期间是如何变化的,这些习惯在大流行后的世界中保持下去的可能性有多大,以及广告需要如何转变,这与千禧一代最相关。该方法包括对文献进行详细分析,并通过大数据从社交媒体网站收集见解。本研究调查了避免确定性自动购买过程的影响,这意味着需要从学术和概念的角度理解一套商业策略的效用,以真正影响千禧一代的消费者购买行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices
The pandemic caused by Covid 19 has kicked off survival strategies from vulnerable groups of people to small businesses, which has challenged the core operating practices and modified consumption patterns. Thus, effective marketing strategies are imperative in these times, that not only convey values of the brand but also resonate with people.  Market disruptions are most likely to impact millennials and Gen Z and given the exploration and spending propensity, millennials are most likely to drive demand during the pandemic as well as in the post pandemic world. This research proposal aims to explore how consumer habits have changed during pandemic, how likely these habits will stick in the post pandemic world and how advertising needs to be transformed which relates best with millennials. The methodology involves a detailed analysis of literature and gathering insights from social media sites through big data.  This research investigates the impact of avoiding deterministic automatisms purchasing processes, implying the need to understand, from an academic and conceptual standpoint, the utility of the set of business strategies to truly influence consumer purchasing behaviour of Millennials. 
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.20
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信