Consumer media habits of emerging adults vs. media investment trends of companies during Covid-19

Mitreva, Mila and Arsova, Monika and Jovanov, Tamara and Fotova Cikovikj, Katerina (2022) Consumer media habits of emerging adults vs. media investment trends of companies during Covid-19. 8th REDETE Conference.

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Abstract

This paper analyzes the habits of media usage by the consumers in the period during the
Covid-19 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 (via Google
forms) on a sample of 284 respondents from the generation Z (emerging adults). This paper
puts accent on two types of media - television as traditional media and Facebook as social
media. The results show that most of the respondents have used both media - TV as well as
Facebook for communication with companies, in the last six months in the pandemic.
Regarding the relative importance of the media for advertising, the respondents consider
social media to be more important media for advertising when compared to TV. 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, thus keeping in line
with current market trends. 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 crisis.

Item Type:	Article
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Mila Mitreva
Date Deposited:	03 May 2022 10:16
Last Modified:	03 May 2022 10:16
URI:	https://eprints.ugd.edu.mk/id/eprint/29649

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