Artykuł 2016
Transfer of information in the purchasing processes of generation Z – usage of virtual vs. real channels and its marketing implications
Autorzy / redaktorzy: Aleksandra Burgiel, Izabela Sowa
Publikacja nadrzędna: Marketing i Zarządzanie
The paper presents survey results regarding the usage of virtual vs real channels of communication by members of generation Z (those born after 1994). We compare the frequency of information acquisition and transfer at different stages of the purchasing process, as well as charac…
DOI: 10.18276/miz.2016.46-12 · ISSN: 2450-775X