Pinar Silahtaroglu – MA Design Management
Pinar has submitted an abstract of her MA dissertation.
An investigation of U.K Generation Z’s relation with the interactive marketing communication channels within the context of fashion.
During the last two decades, new technologies came into our worlds in the forms of the Internet and the other digital mediums, in an unexpected speed (Schultz, 2009).
Today, the receiver- the consumers- have the authority to control which messages they will choose to process. The latter created a highly interactive situation in terms of marketing communications, putting the receivers in authority to decide what to receive and what to ignore (Solomon, 2009). Thus, contrary to the old and traditional marketing communications, interactive marketing communications play a crucial role as it employs these new communication channels in order to reach and target new consumer segments. In consideration of the aforementioned, Generation Z which is the last generational cohort identified in the western society (Geck, 2006; Generation.Z ,2009; McIntyre, 2009; Solomon, 2009) has to be examined, since they are defined as the most technologically literate generation compared to preceding generations. This situation led the marketers to re-consider their strategies when targeting children, as it is suggested that those children are highly familiar and comfortable using those digital mediums.
Therefore, this paper seeks to explore the most appropriate means of interactive marketing communications for Generation Z within the context of fashion.