Research Directions For Practitioners Research Articles

Research on the Behavior Characteristics and Marketing Strategies of Generation Z Based on the Freshly-made Beverage Industry

Since Chinese Generation Z is entering the workforce, their consumption power will increase dramatically in the future. For them, who have grown up in the freshly-made beverage culture and Internet culture, traditional freshly-made drink products and marketing strategies may not be as effective as they once were. Based on this background, this paper uses the Heth-Newman-Gross consumption value model and conducts a study through a questionnaire. Based on the findings, we propose suggestions for further consumer positioning, product development, and marketing in the freshly-made beverage industry. The paper also provides a direction for further research for readers who want to study the Chinese Generation Z. Further research could be conducted on the marketing of Gen Z products from a social media perspective or on the consumer behavior of Gen Z in the freshly-made beverage industry. It proposes suggestions and further research directions for practitioners in the freshly-made beverage industry and scholars of Generation Z.

Social context and advertising effectiveness: a dynamic study

Consumers of movies, videos, and television programmes enjoy sharing the experience with groups of family and friends. Group consumption or co-viewing of audiovisual entertainment helps make co-exposure to advertisements fairly common across media vehicles and technologies. Research in marketing and psychology has consistently shown that the presence of, and/or the interactions with, others affects cognition. Therefore, co-exposure should sway advertising effects. Still, most media planning assumes that the value of reach and frequency for advertisers does not change over social contexts. The present study investigates co-exposure to programme ‘promos’ as an antecedent of individual consumption of the advertised programmes on people meter panel data. Our findings support and extend those reported in the sparse experimental literature, provide the basis for a theoretical model of social context of exposure, and point to possible research directions for practitioners and academics.