Perception of commercial advertising by generations Y and Z

Perception of commercial advertising by generations Y and Z

Generations Y and Z make up a significant share of consumers, so businesses need to adapt their advertising strategies and communication methods to the characteristics of each generation. The purpose of the paper is to investigate the differences in the perception of commercial advertising by genera...

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Bibliographic Details
Main Authors:	Anastasiia A. Kotelnitskaia, Ashot G. Mirzoyan
Format:	Article
Language:	English
Published:	Ural State University of Economics 2024-11-01
Series:	Управленец
Subjects:	commercial advertising differences in advertisement perception probability of purchase generation y generation z
Online Access:	https://upravlenets.usue.ru/en/issues-2024/1712
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