Investigating effective ways to engage the younger generation through events
Agrikolianskaia, Kseniia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121938353
https://urn.fi/URN:NBN:fi:amk-2023121938353
Tiivistelmä
This research delved into the importance of involving younger generations in the global market through events, with a focus on those aged between 20-36 years and their unique preferences.
The study aimed to investigate the interests and preferences of the younger generation, evaluate the impact of digital and social media on youth engagement in events, and inspect the challenges and obstacles faced in engaging younger groups of people.
The author implemented a quantitative methodology to conduct a survey and answer the research question. The survey included 23 questions that were distributed to a diverse sample of individuals, and a total of 67 responses were received.
The findings revealed that the younger generation tends to prefer events that cater to their interests and offer themes and active participation. The use of social media emerged as a significant factor in attracting younger attendees.
To enhance the research, a few recommendations have been put forward. These include expanding the sample size to ensure a more comprehensive representation, incorporating individuals from diverse nationalities and genders to ensure global relevance, and adding qualitative methods like focus group interviews to gain deeper insights into Generations Y and Z's habits and preferences.
The study aimed to investigate the interests and preferences of the younger generation, evaluate the impact of digital and social media on youth engagement in events, and inspect the challenges and obstacles faced in engaging younger groups of people.
The author implemented a quantitative methodology to conduct a survey and answer the research question. The survey included 23 questions that were distributed to a diverse sample of individuals, and a total of 67 responses were received.
The findings revealed that the younger generation tends to prefer events that cater to their interests and offer themes and active participation. The use of social media emerged as a significant factor in attracting younger attendees.
To enhance the research, a few recommendations have been put forward. These include expanding the sample size to ensure a more comprehensive representation, incorporating individuals from diverse nationalities and genders to ensure global relevance, and adding qualitative methods like focus group interviews to gain deeper insights into Generations Y and Z's habits and preferences.