Zaangażowanie pokolenia Z w działania komunikacyjne marek odzieżowych w mediach społecznościowych - przypadek Polski

• Autorzy: Magda Stachowiak-Krzyżan

Warianty tytułu

Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media - the Case of Poland

• Języki publikacji: PL

Abstrakty

Działania komunikacyjne w mediach społecznościowych mają bezpośredni wpływ na kształtowanie zachowań konsumenckich, w szczególności najmłodszej grupy konsumentów - pokolenia Z. Celem artykułu jest analiza interakcji młodych polskich konsumentów z markami fast-fashion w serwisach społecznościowych, skupiając się na motywach zaangażowania młodych konsumentów w działania komunikacyjne marek modowych realizowane w mediach społecznościowych, takich jak Facebook, Instagram, Pinterest czy Youtube. Artykuł prezentuje empiryczne wyniki badania ilościowego zrealizowanego wśród polskich uczniów i studentów - przedstawicieli pokolenia Z na temat profili marki odzieżowej typu fast-fashion w wybranych serwisach społecznościowych. Przeprowadzono badania na reprezentatywnej grupie 1000 uczniów szkół ponadgimnazjalnych i studentów w Poznaniu. Wyniki posłużyły do zidentyfikowania za pomocą analizy czynnikowej (metoda analiza głównych składowych) krytycznych czynników determinujących zaangażowanie pokolenia Z w profile marek odzieżowych (wyróżniono: aktywne zaangażowanie w profil marki odzieżowej, obserwacja dla mierzalnych korzyści oraz lojalność wobec marki), przesłanek obecności i aktywności marek odzieżowych w mediach społecznościowych z punktu widzenia ich użytkowników (wyróżniono: cele wizerunkowo-sprzedażowe i cele poznawcze) oraz najlepszych działań marek odzieżowych w social media (wyróżniono: działalność rozrywkową i informacyjną). (abstrakt oryginalny)

EN

Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers - Generation Z. This paper analyzes young Polish consumers' interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands' communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands' motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the "best" social media activities conducted by clothing brands (entertainment activities and information activities). (original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Zaangażowanie klienta; Media społecznościowe; Rynek odzieżowy; Pokolenie Z; Serwisy społecznościowe

EN

Consumer behaviour; Customer engagement; Social media; Clothing market; Generation Z; Social networking

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2021
• Numer: nr 3 (41)
• Strony: 115--136

Twórcy

autor

Magda Stachowiak-Krzyżan

• Uniwersytet Ekonomiczny w Poznaniu

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Identyfikatory

DOI

10.2478/minib-2021-0017