Razumevanje vključevanja predstavnikov generacije Z v tržne komunikacije znamk

slovenian

2025

volume 16, issue 31

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

This paper explores consumer's engagement in marketing communications among Generation Z. To deeply understand the motives that drive Generation Z to engage in brand communications, the study explores the ways of engaging the members of Generation Z in brand communication and the role engagement plays in their willingness to build long-term relationships with brands. To examine the research problem, we focus on telecommunication operators, who – due to price wars and lack of differentiation – must focus their objectives on building long-term relationships with youth segments. Two qualitative methods were used to answer the research question. A case study was used to examine communication approaches of three telecommunication operators targeting their communications at young people. Next, 12 in-depth interviews with representatives of Generation Z were executed. The research shows that engaging young people in communications is important if the telecommunication operators want to reach out to young people and encourage their desire for long-term relationships. Even though interviewees are generally very reserved to engage in brand communications, they are more willing to engage if the brands are responsive and adapt communications to interviewees’ interests. They are more inclined to engage in communications that are entertaining and informative, use gamification, include online influencers and offer the possibility of building consumer community.

06.07.2026