A cultural analysis of Generation Z’s perception of individualism and collectivisim in Turkish television commercials through a Hofstedian lens
Advertisements function as cultural texts that interact with society. A crucial factor influencing advertising and consumer behavior is generational culture. Generation Z, born into a digital age, exhibits distinct cultural characteristics and consumption patterns compared to previous generations. F...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Istanbul University Press
2024-12-01
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| Series: | Connectist Istanbul University Journal of Communication Sciences |
| Subjects: | |
| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/6500B0AF68AF4431885A7A138F4D20DC |
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