Digital natives and social media |
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| Authors: | Ana Tkalac Verčič Dejan Verčič |
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| Institution: | 1. University of Zagreb, Faculty of Economics and Business, Trg J.F. Kennedya 6, 10000 Zagreb, Croatia;2. University of Ljubljana, Faculty of Social Sciences, Kardeljeva pl. 5, 1000 Ljubljana, Slovenia |
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| Abstract: | Digital natives (also known as “Generation Y” and “Millennials”), a generation born during of after introduction of digital technologies, 1980s and after, have mixed preferences for media use in personal and professional lives. A study by Friedl and Tkalac Ver?i? (2011) showed that even though digital natives prefer digital media in their personal lives, this is not necessarily reflected in their business lives. This study addressing preferences of “traditional” vs. “the new media” in a university setting found an opposite result. |
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| Keywords: | Digital natives Internal communication Public relations Reputation Social media |
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