Přehled o publikaci

Human communication is evolving. This development reflects the influence of the micro- and macroenvironment, the current Covid-19 situation, and the comprehensive digitisation of the environment. The digitisation of the environment and communication occurs mainly in Generation Z, or rather in its fraction called Generation Snowflake. Is the mentioned communication based on classic communication models, or do they differ significantly? To answer such questions or to verify the constructed hypotheses, the following research goal was set: to compile a real communication model of Generation Snowflake in a marketing environment. This goal was methodically fulfilled by modern audit approaches, which not only analyse the issue, but also establish new approaches and formulate recommendations. To fulfil the goal, the technique of independent observation of the sample of 149 respondents of the generation in question is used. Based on the fulfilment of the goal and the obtained results, it is possible to design the Generation Snowflake communication model and formulate its mathematical representation: the studied generation is still based on the Shannon – Weaver communication model, but due to digitisation the used communication lines multiply. Generation Snowflake thus uses multiple layers for communication. This means that in contrast to the classic one-line communication, these people communicate on multiple lines by so-called multi-line communication. The recorded knowledge is then important especially in marketing communication. The marketing management of modern companies can thus better and effectively manage and target marketing information.