Comparative analysis of perception of multimedia content by different generations

the main objective of the article is to conduct a comparative analysis of the perception of multimedia content by representatives of various social groups identified on the basis of the theory of generations, using the example of multi-genre creative concepts developed in the niche of ventilation and air conditioning. Information was collected using the survey methodology. Scaling was used as the measurement method. Sample: 80 respondents, 20 each from generations A, Z, Y, X, in equal proportions women and men. Scientific novelty lies in the applied nature of research in the niche of ventilation and air conditioning to solve the problem of building recognition and trust between potential and actual consumers of products and the promoted enterprise. The result of the empirical study was a communication algorithm for choosing a complex product and the role of multimedia content in shaping the motivation to study it by representatives of various generational groups. For the actual implementation of the proposed approach, creative concepts submitted for testing should be developed taking into account the positioning and brand platform of a particular enterprise.

perception, social groups, content, generations, multimedia content, media consumption