| Title |
Vaizdo turinio kūrimo sprendimai komunikuojant su Z kartos vartotojais socialinėje žiniasklaidoje / |
| Translation of Title |
Visual content creation solutions for communication with generation Z in social media. |
| Authors |
Jurgutytė, Monika |
| Full Text |
|
| Pages |
93 |
| Keywords [eng] |
visual content ; content marketing ; generation Z ; communication ; social media |
| Abstract [eng] |
Relevance of the topic. Trademark developers are forced to look for alternative solutions that are responsive to current consumer behavior, as traditional marketing communication goes down. In the context of these changes, the issue of creating content becomes relevant. According to Halligan and Shah (2010), consumers are only interested in the content that is engaging and relevant to their needs (as cited in Holliman and Rowley (2014)). Active consumer engagement in the social media has changed the brand communication model - communication has become bi-directional and has led to the creation of compelling content and the dissemination of social media content by the most effective 2016 social media tactics (Ascend2, 2016). |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2018 |
