Acta academica karviniensia 2020, 20(1):58-70 | DOI: 10.25142/aak.2020.005

COMMUNICATION STRATEGIES’ IMPACTS ON THE CONCEPTUALIZATION OF COMMUNICATION MODELS AMONG A SAMPLE OF MILLENNIALS — A PILOT CASE STUDY

Dagmar Svobodová
Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní nám. 1934/3,733 40 Karviná

The goal of the article, to conceptualize the personal communication of a sample of millennials based on their type of communication strategy. It describes the article’s theoretical foundation, Berne’s communication interconnected with Silsbee’s concept of presence. Research methodology presents the mixed research strategy for this gender, implemented as a research pilot case study, and presents the empirical data on assertive presence that was acquired through a questionnaire survey. The results describe of a non-hierarchical cluster analysis from the angle of levels of personal preference for assertive presence in communication among a sample of millennials at Silesian University School of Business Administration (SU SBA) in Karviná studying towards gender in the 2018/2019 school year. They present differing personal communication styles that the selected millennials can apply within self-confident communication strategies.

Keywords: communication, conceptualization, millennials, models, strategy.
JEL classification: Z13

Received: September 8, 2020; Revised: September 23, 2020; Accepted: December 16, 2020; Published: December 17, 2020  Show citation

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Svobodová D. COMMUNICATION STRATEGIES’ IMPACTS ON THE CONCEPTUALIZATION OF COMMUNICATION MODELS AMONG A SAMPLE OF MILLENNIALS — A PILOT CASE STUDY. Acta academica karviniensia. 2020;20(1):58-70. doi: 10.25142/aak.2020.005.
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