Vliv mezigenerační výměny na multimediální komunikaci v e-commerce

The thesis deals with trends and new rules in the media world for companies, which are affected by the arrival of a new generation (Generation Z). The first objective of the thesis is to analyze successful campaigns of globally renowned companies that used innovative technologies and targeted the new generation. The second objective is to propose a process for creating multimedia communication campaigns according to a designated structure, using selected technologies. Another objective is to create a managerial methodological handbook for implementing the process and verifying its effectiveness through three semi-structured interviews with experts. The theoretical part of the thesis will define generational theory and characteristics of individual generations, the specifics of consumer behavior in the e-commerce market, and the factors that influence this behavior. Suitable digital communication strategies will be defined based on generational division, identifying effective branding tools in e-commerce and defining technological trends to improve multimedia campaigns, mainly focusing on the media preferences of Generation Z. Following this, an analysis of trends in multimedia communication tools will be conducted. The practical part will state the objectives of the thesis, research hypotheses, and describe the procedure and methodology. Secondary research will be conducted based on an analysis of selected media campaigns, an analysis of IT technologies, and their potential use in the process of designing multimedia communication for e-commerce companies. Next, a process for creating multimedia communication using the mentioned innovative technologies will be proposed, and a managerial methodological handbook for implementing this process will be created. Finally, the effectiveness and applicability of the methodological handbook will be verified through three semi-structured interviews with experts in the field of multimedia communication.