Template-Type: ReDIF-Article 1.0
Author-Name: Hana Volfova
Author-Name-First: Hana
Author-Name-Last: Volfova
Author-Email: hana.volfova@savs.cz
Author-Workplace-Name: Skoda Auto University, Mlada Boleslav, Czech Republic
Author-Name: Anna Janku 
Author-Name-First: Anna
Author-Name-Last: Janku
Author-Email: anna.janku@savs.cz
Author-Workplace-Name: Skoda Auto University, Mlada Boleslav, Czech Republic
Author-Name: Miroslav Landa
Author-Name-First: Miroslav
Author-Name-Last: Landa
Author-Email: edu.miroslav.landa@savs.cz
Author-Workplace-Name: Skoda Auto University, Mlada Boleslav, Czech Republic
Author-Name: Natalie Rausova
Author-Name-First: Natalie
Author-Name-Last: Rausova
Author-Email: natalie.rausova@savs.cz
Author-Workplace-Name: Skoda Auto University, Mlada Boleslav, Czech Republic
Title: The website through Gen Z's eyes: Key insights and important elements for effective online PR promotion of universities
Abstract: The article builds on the theoretical foundations of online PR and marketing communication, focusing on the changing approaches and expectations of Generation Z, which is increasingly digitally savvy and influences trends in online marketing. We analyse how the digital competencies and preferences of Generation Z university students affect their perception of online PR elements of university websites such as clarity, trendy design, visual aspect, informativeness, and functionality of websites. The results of this research provide valuable insights for marketers and PR specialists striving to better understand how to communicate with Generation Z and how to effectively use online PR strategies for better engagement and building stronger relationships with this key demographic group.
Classification-JEL: M31, M37
Keywords: cultural differences, education, digital, Generation Z, online PR, website
Journal: Marketing Science & Inspirations
Pages: 14-23
Volume: 19
Issue: 2
Year: 2024
File-URL: https://msijournal.com/the-website-through-gen-z-eyes/
Handle: RePEc:cub:journm:v:19:y:2024:i:2:p:14-23