Consumer media habits versus media investment trends during Covid-19

Mitreva, Mila and Arsova, Monika and Jovanov, Tamara and Fotova Cikovikj, Katerina (2021) Consumer media habits versus media investment trends during Covid-19. In: Researching Economic Development and Entrepreneurship in Transition Economies. (In Press)

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This paper analyzes the habits of media usage by the consumers in the period during the Covid pandemic on one side, and the trends of investment in different media for marketing purposes, on the other. The analysis was conducted through online questionnaires (Google forms) on a sample of 284 respondents from the generation Z (emerging adults). The focus of this paper is on two types of media - television (traditional media) and Facebook (social media). The results showed that most of the respondents have used TV as well as Facebook as a media for communication with the companies in the last six months in the pandemic. Regarding the importance of the media for advertising, 55% consider television to be an important media, while 42.6% consider that social media is one of the most important media. Usage characteristics show that 57.4% of emerging adults use TV on daily basis, mostly an hour per day, while 89.9% use Facebook every day, at least two hours per day. On the other side, according to the existing empirical data, during the pandemic, most of the companies have invested more in social vs. traditional media for their marketing activities. Considering the analysis of consumers’ preferences, this paper can assist the companies in making informed and better marketing investment decisions in the ongoing and future crises.

Item Type: Conference or Workshop Item (Poster)
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Economics
Depositing User: Mila Mitreva
Date Deposited: 08 Nov 2021 10:19
Last Modified: 08 Nov 2021 10:25

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