Early Adopters – Young People as the New Media and Communication Technologies Users

Bc. Anastasia Kolesnikova

Master's thesis

Abstract:

The aim of the thesis is to research characteristics and features of young people as represents of early adopters, to summarize classification of early adopters and to determine their role in marketing and development of a product. First chapter is concentrated on current information society, which changed the roles of consumers and producers. Second chapter includes development of mobile technologies and its impact on young people. A definition of early adopters as specific people within specific social dynamics and their relation to marketing are stated. The practical part of this thesis consists from the analysis of data obtained from my own research. It is followed by a conclusion, which includes generalization of young people as early adopters and implications for marketing strategy.

Keywords

Early adopters, diffusion of innovations, young people, marketing strategy, new media, technology

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 23. 7. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 8. 2015
• Vedúci: prof. PhDr. Petr Matějů, Ph.D.
• Oponent: PhDr. Ladislava Knihová, MBA

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication