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What is Online Media

Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
Communication media that use internet technologies for information exchange.
Published in Chapter:
Generation Z's Media Use and Preferences as a Foundation for a Destination Media Planning Process
Andrijana Kos Kavran (Polytechnic of Medjimurje in Cakovec, Croatia) and Daniel Herman (Polytechnic of Medjimurje in Cakovec, Croatia)
DOI: 10.4018/978-1-7998-7192-7.ch016
The purpose of this chapter is to explore the media use and preferences of Generation Z as a foundation for destination media planning. This chapter used a quantitative method with a questionnaire used as primary data source with a sample of 299 respondents. Data were analysed using descriptive statistic method. The results showed that the majority of Generation Z uses and prefers online media while at the same time offline media shouldn't be ignored. This chapter provides recommendations for the destination marketing organizations (DMOs) and media planners to better understand the media habits of Generation Z to use them as a valuable input for destination media planning.
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The Role of Rhetoric in Localization and Offshoring
communication technologies that use the Internet or the World Wide Web to present or exchange information.
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