How Do Romanian Post-Millennials Behave on YouTube? A Comparative Analysis of Contemporary Online Cohorts

Mirela ABRUDAN, Ștefan NEAGA


Abstract:

The present paper aims to shed light on the consumer habits of Romanian Z Generation on YouTube, in order to allow a comparative analysis of contemporary cohorts’ online behavior at international level. YouTube is worldwide the most beloved and a constantly growing online video-sharing platform among youngsters of the new millennium. Using questionnaires applied to Romanian post-millennial individuals, the study tries to figure out, in a quantitative manner, if emerging national tendencies reflect international trends regarding YouTube consumption.

Keywords: Generation Z; YouTube; Romania; online consumer behavior; globalization.

DOI: 10.24193/jmr.32.5

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