Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students

Ágnes, U.T.

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Title	Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students
Authors	Ágnes, U.T.
ORCID
Keywords	студенти студенты students поведінка покупця поведение потребителей consumer behavior територіальний маркетинг территориальный маркетинг territorial marketing регіональний брендинг региональный брендинг regional branding стратегія регіонального розвитку стратегия регионального развития regional development strategy
Type	Article
Date of Issue	2020
URI	https://essuir.sumdu.edu.ua/handle/123456789/77470
Publisher	Sumy State University
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Citation	Urbánné Treutz Ágnes (2020). Transformation of Z-Generation in the context of globalization and place marketing: the case of Hungarian students. SocioEconomic Challenges, 4(1), 28-35. http://doi.org/10.21272/sec.4(1).28-35.2020.
Abstract	Considering that in most cases graduates of higher educational establishments stay and work in small settlements, the potential target audience for the use of territorial marketing tools is the student as representatives of generation Z. The main characteristics of generation Z in the article are determined emotional lability, decision making, rejection and relative resilience in stressful situations, constant search for self-identification, multitasking, communication difficulties and, reducing attention spans and ongoing online presence on social media. The article uses the results of bibliometric analysis of scientific publications of scientists and researchers from Hungary, as well as the data of the Hungarian Youth Survey 2016 (its representative sample is 8000 respondents aged 18 to 29 years).
Appears in Collections:	SocioEconomic Challenges (SEC)