The role of privacy and sustainability concerns in brand building among Millennial and Generation Z consumers on the mobile device market ‘The Honest Smartphone Brand’
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | branding business marketing Consumer behavior Generation Z Millennials privacy concerns sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/28218 |
| Kivonat: | As information is ubiquitous and mobile devices conquer more space in the life of the global consumer society, users are getting more concerned about sustainability and privacy. Yet, I found that mobile device manufacturers do not necessarily involve these topics in their marketing communication. Therefore, the aim of this research paper is to better understand the role of privacy, as well as sustainability concerns in brand building among Millennial and Generation Z consumers on the mobile device market. Thus, in the one hand, I investigate the needs and habits of the two selected generations when it comes to purchasing and using mobile devices, as well as the impact of the first wave of the coronavirus outbreak on these behaviours. On the other hand, I examine the two generations’ concerns with respect to privacy and sustainability. Finally, I assess Millennials’ and the Generation Z’s interest in an ’Honest Smartphone Brand’, which would represent an eco-friendly, yet reliable smartphone, offering better privacy protecting services. Regarding the research methodology, I conducted a quantitative research with a comprehensive online questionnaire with over 500 respondents. Given the relatively large set of primary data, I conducted a cluster analysis to reveal differences among three sub-groups within the sample. Research findings revealed that in general, Millennial and Generation Z consumers are aware of the privacy threat of using mobile devices however all three clusters, namely Disloyals, Loyals and Apple Fans use mobile applications such as messenger apps several times a day. Not to mention that the most common type of information that they share on social media sites include experiences, memories, as well as topics of interest. In addition, respondents from all three clusters indicated that product materials would be one of the main features of their smartphone that they would improve. Such results, coupled with the presentation of how respondents use their devices, I came to the conclusion that mobile device manufacturers would benefit from enhancing data protection and sustainability, since this they could foster brand engagement among Millennials and Generation Z consumers. Also, establishing an ‘Honest Smartphone Brand’ be profitable as respondents indicated they would purchase it. |
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