Year: 2025
Type: conference-paper
Abstract: The post deals with examining the impact of marketing communication tools on the consumer behaviour of Generation Y. Generation Y, also known as millennials, represents an important demographic group for many businesses, characterized by their digital awareness, technological literacy, and interest in personal experiences.In the post, we identify marketing communication tools influencing the consumer decision-making process and purchasing behaviour, as well as the extent of the impact of these marketing communication tools.We present methods used to gather and evaluate data on the preferences of Generation Y across various forms of marketing communication.The contribution of the post lies in understanding the marketing behaviour of Generation Y and providing practical guidance to businesses for effectively targeting Generation Y.
Author: Matúš Cagala
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4408414928