The differences in social media habits of Millennials and Generation Z. And the implication on the development of social media strategy of local caf?s in the SME sector in Sopron, Hungary

      Аннотация: Traditional marketing can be very expensive – for a small business owner it is sometimes impossible to reach their targets through these channels due to the limited resources. Social media marketing, on the other hand, is pretty low-cost and gives more opportunities to reach both current and possible, prospective customers. The different generations have different needs and preferences – also in terms of their Internet consumption and social media usage. Although the gap between Generation Y and Z is not as wide as between other groups, there are significant differences to be considered in order to reach them through online marketing and with the implementation of social media strategies. There is a huge potential even for the smallest player in the restaurants & food service industry in Sopron, Hungary – only if they are able to understand the preferences and consumption habits of these generations. Social media is here to stay, which means that the stake in the success of a business is still growing. Small businesses and owners are not required to be experts in the field of social media marketing: any companies around the world should consider the main takeaways of this book.

Ключевые слова: Generation Z, Hungary, Millennials, Social Media, social media marketing strategy, consumption habits, SME industry, Sopron