Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia
The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketin...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2022-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2022/0354-34712201037M.pdf |
| _version_ | 1798041529745408000 |
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| author | Mamula-Nikolić Tatjana Perčić Karolina Nećak Mirjana |
| author_facet | Mamula-Nikolić Tatjana Perčić Karolina Nećak Mirjana |
| author_sort | Mamula-Nikolić Tatjana |
| collection | DOAJ |
| description | The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ. |
| first_indexed | 2024-04-11T22:22:48Z |
| format | Article |
| id | doaj.art-4f988ea41d7c4ef6861991ab37bafb0c |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-04-11T22:22:48Z |
| publishDate | 2022-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-4f988ea41d7c4ef6861991ab37bafb0c2022-12-22T04:00:01ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642022-01-01531375010.5937/mkng2201037M0354-34712201037MDesigning a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in SerbiaMamula-Nikolić Tatjana0Perčić Karolina1Nećak Mirjana2Metropolitan University, Belgrade, SerbiaModern Business School, Belgrade, SerbiaBelgrade, SerbiaThe purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2022/0354-34712201037M.pdfcollaborationco-creatorsinfluencerssustainable brandgeneration z |
| spellingShingle | Mamula-Nikolić Tatjana Perčić Karolina Nećak Mirjana Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia Marketing (Beograd. 1991) collaboration co-creators influencers sustainable brand generation z |
| title | Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia |
| title_full | Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia |
| title_fullStr | Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia |
| title_full_unstemmed | Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia |
| title_short | Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia |
| title_sort | designing a sustainable brand by engaging brand consumers collaboration generation z co creators and influencers in serbia |
| topic | collaboration co-creators influencers sustainable brand generation z |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2022/0354-34712201037M.pdf |
| work_keys_str_mv | AT mamulanikolictatjana designingasustainablebrandbyengagingbrandconsumerscollaborationgenerationzcocreatorsandinfluencersinserbia AT percickarolina designingasustainablebrandbyengagingbrandconsumerscollaborationgenerationzcocreatorsandinfluencersinserbia AT necakmirjana designingasustainablebrandbyengagingbrandconsumerscollaborationgenerationzcocreatorsandinfluencersinserbia |