The repercussions of Covid-19 on communication and consumer behavior: A longitudinal study of generation Z
DOI:
https://doi.org/10.33975/riuq.vol35n1.1135Keywords:
Communication, Z Young, global generation, Covid-19Abstract
Today communication plays an important role for organizations. To such a magnitude, that it was a crucial part for companies when Sars-Cov-2 (Covid-19) appeared, and the restriction of physical contact due to the social isolation imposed by the WHO worldwide. For this reason, the main purpose of this study was to analyze what were the changes in communication before, at the beginning and during the pandemic, especially in young Z. Methodology was empirical-analytical descriptive, based on the quantitative method through the application of a structured questionnaire with different questions, in three stages at different times before Covid-19 (2019), during (2020) and post-Covid-19 stage (2021). Main findings, the total number of participants were 1,079 young people, all belonging to the Z generational cohort, who stated that they had at least 2 devices with internet access, surfing around 3 to 4 hours a day. Undoubtedly, they have a great preference for digital communication (social networks), WhatsApp being the social network with the greatest pleasure, and they consider communication through social networks important for their daily lives. Limitations, the results obtained from the study cannot be considered determinants of the behavior of the young Z, because the study only contemplates the young Z of Culiacán, however, there may be some coincidences with other states, nations and continents.
Downloads
References
Anca, C.-D., Alexandra, C., & Adrian, S. (2020). Teaching Z Generation Engineers. Using Entrepreneurship Education to Develop Soft Skills and Match Employers' Expectations. International Conference and Exposition on Electrical And Power Engineering , 180-4.
Arifin, S. (2020). INNOVATION AND CREATIVITY IN NEW NORMAL PHASE: A STUDY OF INDONESIA FIRMS RESPONSE TO COVID-19. Proceeding 1st International Conference on Business & Social Sciences (ICOBUSS) (pp. 963-973). Surabaya: Faculty Economy And Business.
Asociación Mexicana de Venta Online. (2022). Estudio de venta online El consumidor digital mexicano. CDMX: Estudio de venta online El consumidor digital mexicano.
BUCOVEȚCHI, O., ČINČALOVÁ, S., & Corina SLUSARIUC, G. (2019). GENERATION Z –KEY FACTOR FOR ORGANIZATIONAL INNOVATION. 12th IBAB International Conference.
CHAYOMCHAI, A. (2020). The Online Technology Acceptance Model of Generation-Z People in Thailand during COVID-19 Crisis. Management & Marketing, p496-513.
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center.
Duffett, R. (2020). The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability, 5075 .
Duffett, R. (2020). The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability, 25.
Harrigan, J. (2018). Recruiting Gen Z. New Zealand Dairy Exporter., p34-36.
Havich, M. (2018). Study Decodes Gen Z Behavior. Design: Retail; , p19-19, 1p.
Hütt Herrera, H. (2012). LAS REDES SOCIALES: UNA NUEVA HERRAMIENTA DE DIFUSIÓN. Reflexiones, 121-128.
Ismail, A., Nguyen, B., Chen, J., Melewar, T., & Mohamad, B. (2020). rand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia. Young Consumers, 112-130.
Janssen, D., & Carradini, S. (2021). Generation Z Workplace Communication Habits and Expectations. IEEE Transactions on Professional Communication, 137 - 153.
Janssen, D., & Carradini, S. (2021). Generation Z Workplace Communication Habits and Expectations. IEEE Transactions on Professional Communication.
Kamenidou, I., Stavrianea, A., Mamalis, S., & Mylona, I. (2020). Knowledge Assessment of COVID-19 Symptoms: Gender Differences and Communication Routes for the Generation Z Cohort. International Journal of Environmental Research & Public Health.
Kamenidou, Irene, I., Stavrianea, A., & Bara, E.-Z. (2020). Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts. Sustainability, p2299.
KILINÇ, E., & VAROL, F. (2021). A Research on Post-Covid-19 Career Perception and Business Life Expectations of Generation Z: The Case of the Tourism and Business Faculties. JOURNAL OF TOURISM AND GASTRONOMY STUDIES, 573-594.
Król , K., & Zdonek , D. (2021). Social media use and its impact on intrinsic motivation in Generation Z: a case study from Poland. Global Knowledge, Memory and Communication, 442-458.
Kupec, V. (2016). MARKETING COMMUNICATION AND GENERATION Z IN THE CONTEXT OF BUSINESS MANAGEMENT. Megatrendy a médiá, 288-300.
Kurniawan, D., Lohana Juariyah, S., Agus Prohimi, A., & Kusnayain, Y. (2020). How COVID-19 Pandemic Changes Job Seeker Perceptions about an Indonesian Giant Startup as Top Employers:. Atlantis Press, 290-299.
Martínez-González, J., Parra-López, E., & Barrientos-Báez, A. (2021). Young Consumers' Intention to Participate in the Sharing Economy: An Integrated Model. Sustainability , p430-430. 1p.
Meghisan-Toma, G.-M., Puiu , S., Mihaela Florea , N., Meghisan , F., & Doran, D. (2021). Generation Z’ Young Adults and M-Commerce Use in Romania . Journal of Theoretical and Applied Electronic Commerce Research, 1458-1471.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Marketing Management in International Contexts.
Ozdemir-Guzel, S., & Bas, Y. (2021). Gen Z Tourists and Smart Devices. Generation Z Marketing and Management in Tourism and Hospitality , 141-165.
Prasasti, A., Aulisaina, F., & Rahman Hakim, M. (2021). Does Discount Matter in Indonesia e-Wallet Race:A Generation Z e-Wallet Preferences During Pandemics. The Winners, 57-65.
Smutny, Z., Hancsics, N., & Sulc, Z. (2020). Estimating Emotions from Emojis and Their Use in Computer-Mediated Communication. International Conference Engineering Technologies and Computer Science.
Song, Y., Qin, Z., & Qin, Z. (2020). Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. SAGE Open.
STANCIOIU, F., POP, N., NASTASE ANYSZ, R., & BABA, C. (2021). tterns of Communication between Gen Z and Public Institutions in Times of Crisis: A Study Based on Relationship Marketing Principles. Journal of Marketing Research and Case Studies, 12 pages.
Supriya Pavan, D., & Vishwanath, L. (2017). Correlating Internet, Social Networks and Workplace – a Case of Generation Z Students. Journal of Commerce and Management.
Thangavel, P., Pathak, P., & Chandra, B. (2021). Millennials and Generation Z: a generational cohort analysis of Indian consumers. Benchmarking: An International Journal, 2157-2177.
Uthman, D., Aspitman, A., & Karacsonyi, B. (2021). Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19. (Dissertation), 71.
Beck, U. y Beck-Gernsheim , E.(2008) Generación global. Barcelona, Paidós.
Beck, U Elisabeth & Beck-Gernsheim E, Global Generations and the Trap of Methodological Nationalism For a Cosmopolitan Turn in the Sociology of Youth and Generation (2009) European.
Sociological Review, Volume 25, Issue 1, p 25–36, https://doi.org/10.1093/esr/jcn032.
Bourdieu, Pierre (1988) La distinción. Taurus. Madrid. Caruana EJ, Roman M, Hernández Sánchez J, Solli P., Longitudinal studies (2015)Thorac Dis 7(11):E537-E540. doi: 10.3978/j.issn.2072-1439.2015.10.63.
Edmunds, J. &Turner, B (2005) .British Journal of Society Global generations: social change in the twentieth century , https://doi.org/10.1111/j.1468- 4446.2005.00083.x
Deloitte global Gen Z & Millennial Survey (2022) deloitte-2022-genz-millennial-survey.pdf
Fortune Magazine (May 16,1994) ,Teens, The most global market of all, https://money.cnn.com/magazines/fortune/fortune_archive/1994/05/16/79288/
Kalinauskaitė, Rima (2017), Key concerns in longitudinal study design, Chapter 8, Handbook of
Research Methods in Corporate Social Responsibility, pp125–138 https://doi.org/10.4337/9781784710927.00015
Mannheim, K, ( 1990) Le problème des générations. Nathan. Paris. (ed. orig., 1927).
Mannheim, K. (1928) El problema de las generaciones. Revista Española de Investigaciones
Marketing Communicatios ,Youth become an important global market segment , 06 Jan 2021 en https://www.zabanga.us/marketing-communications/youth-become-an-important-global-market-
segment.html.
Smith, K.T. and T.R. Brower. (2012). Longitudinal Study of Green Marketing Strategies that Influence Millennials. Journal of Strategic Marketing, 20(6), 535-551.
Published
Issue
Section
License
Copyright (c) 2023 Revista de Investigaciones Universidad del Quindío
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
