Specifika komunikačních kampaní zaměřených na generaci Z

The bachelor thesis is focused on generation Z and addresses the main research question: "How to effectively target generation Z in the online environment?". The aim of this work is to obtain clear recommendations that can be applied in communication campaigns of various brands when targeting the Z generation. To answer the research question, it was first necessary to conduct an initial theoretical survey of generations and define their fundamental differences. This was followed by a clear definition of marketing terms and various possibilities of using marketing strategies in online and offline environments. By connecting these two spheres, the theoretical part of the work ended, when the best possible marketing strategies were predicted when targeting the Z generation. In the practical part, data obtained theoretically were verified using in-depth interviews with representatives of the Z generation. By identifying and evaluating communication campaigns that are officially listed as targeted to Generation Z, certain elements have been evaluated that are or are not effective in communicating with this generation. The result and benefit of the whole work is a list of recommendations for brands targeting the Z generation, which are based on the research.