The Generation Y Preferences in Online Content Consumption: Content Marketing Implications for the Arts

Abstract

This paper focuses on analysing the specific attributes and applications of content marketingin social media. Through an engaging and targeted content strategy using the “personas”, this kindof marketing creates an engaged and motivated audience both in the commercial and non-com-mercial environment. The social networks are an appropriate environment and a tool for distributingand promoting content, including arts. The aim of our research was to use an online questionnaireto describe the behaviour of Generation Y (25-40 years) when using online content and identify theirpreferences. We also characterize the current state and future direction of content marketing in theSlovak conditions and the possibility of its use in the realm of arts.