Specifics of Communication with the Youth Audience in Virtual Environment

For citation: Osmanova A.I. (2018) Spetsifika kommunikatsii s molodezhnoy auditoriey v virtual'noy srede [Specifics of Communication with the Youth Audience in Virtual Environment]. Mediaskop 4. (in Russian). Available at: http://www.mediascope.ru/2510

DOI: 10.30547/mediascope.4.2018.10

© Anna I. Osmanova
PhD student at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), anyapopova@yandex.ru

Abstract

The present article is an overview of the theory of generations. It is emphasized that the key differentiators of the generations are the values that drive people`s behavior and views on the world. The author also underlines the importance of interactions of the brands with the younger audience, providing some theoretical background on how the youth audience can influence the perception of a brand (i.e. statements from the research on the spiral of silence). The topic of the importance of opinion leaders for the younger audience is also widely discussed in the article. Significant is the fact that online communication is crucial for getting closer to youngsters, and opinion leaders are extremely well-presented in online. Moreover, the author gives an overview on how Russian banks communicate with the younger audience, stating that the communication with youngsters is rather to be done via marketing instruments than via creation of a special product. A question of efficiency measurement is also raised in the article, while the author suggests that the McKinsey`s formula of the word-of-mouth efficiency measurement may be used.

Keywords: virtual environment, young people, communication, theory of generations, opinion leaders.

Notes

«Al'fa-Bank» vypustit limitirovannuyu kartu v partnerstve s Versus Battle ['Alfa-Bank' is to Issue a Limited Card in Cooperation with Versus Battle]. VC.ru. 2017. November 5. Available at: https://vc.ru/28652-alfa-bank-vypustit-limitirovannuyu-kartu-v-partnerstve-s-versus-battle 

Bughin J., Doogan J., Vetvik O.J. (2010) A New Way to Measure Word-of-mouth Marketing. McKinsey&Company, April. Available at: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing.

Demografiya: Federal'naya sluzhba gosudarstvennoy statistiki  [Demographics: Federal State Statistics Service]. Available at:   http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/population/demography/#

Chem zhivet novoe pokolenie: statistika o rossiyskoy molodezhi [What the New Generation Lives by: Statistics on the Russian Young People]. 2016, September. Available at:  https://www.google.ru/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=2ahUKEwiegbCztvTfAhVO4YUKHYoGC3AQFjAAegQIAxAC&url=https%3A%2F%2Fwww.thinkwithgoogle.com%2F_qs%2Fdocuments%2F3169%2F00404_Google_Youth_Study_RU.pdf&usg=AOvVaw0PTg1tGmGS2DJmf4yuT0BD

Holt D. (2016) Branding in the Age of Social Media. Harvard Business Review, March. Режим доступа: https://hbr.org/2016/03/branding-in-the-age-of-social-media

Newman Dl. (2015) Love It Or Hate It: Influencer Marketing Works. June 23. Available at:   https://www.forbes.com/sites/danielnewman/2015/06/23/love-it-or-hate-it-influencer-marketing-works/#179384be150b

Omelchenko E. (2016) Katastrofy ob"edinyayut: kak formiruyutsya pokoleniya i chto stalo s «pokoleniem Pu» [Disasters Unite: How Generations Are Being Formed and What Has Happened with Pu Generation]. Teorii i praktiki [Theories and Practices]. December 9. Available at:  https://theoryandpractice.ru/posts/15300-katastrofy-obedinyayut-kak-formiruyutsya-pokoleniya-i-chto-stalo-s-pokoleniem-pu

Proekt «Rossiya budushchego: 2017 → 2035»; fragment issledovaniya PBN Hill+Knowlton Strategies/Magram Market Research "Young and Younger" [Project 'Russia of the Future: 2017–2035'; Fragment of the PBN Hill+Knowlton Strategies Research]. Available at:  http://www.russia2035.ru/works/digest-youth/

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