Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19

Miia Grénman; Ulla Hakala; Barbara Mueller; Kara Chan

doi:10.1007/978-3-658-40429-1_4

Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19

Miia Grénman, Ulla Hakala, Barbara Mueller, Kara Chan^*

^*Corresponding author for this work

Department of Communication Studies

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

Abstract

This study sheds light on the ways wellness, a fast-growing industry all around the world, is incorporated into the daily lives of Gen Z consumers in Eastern and Western cultures during COVID-19. More specifically, we investigate perceptions of wellness and the products, services, and brands used by Gen Zs as means of achieving wellness. The empirical study was conducted in the U.S., Finland, and Hong Kong.

Original language	English
Title of host publication	Advances in Advertising Research
Subtitle of host publication	Communicating, Designing and Consuming Authenticity and Narrative
Editors	Alexandra Vignolles, Martin K. J. Waiguny
Pages	53-64
Number of pages	12
Volume	12
Edition	1st
ISBN (Electronic)	9783658404291
DOIs	https://doi.org/10.1007/978-3-658-40429-1_4
Publication status	Published - 11 Apr 2023

Publication series

Name	European Advertising Academy
ISSN (Print)	2626-0328
ISSN (Electronic)	2626-0336

Scopus Subject Areas

Health(social science)
Communication

User-Defined Keywords

qualitative method
cross-cultural studies
consumer perception

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-3-658-40429-1_4

Cite this

Grénman, M., Hakala, U., Mueller, B., & Chan, K. (2023). Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19. In A. Vignolles, & M. K. J. Waiguny (Eds.), Advances in Advertising Research: Communicating, Designing and Consuming Authenticity and Narrative (1st ed., Vol. 12, pp. 53-64). (European Advertising Academy ). https://doi.org/10.1007/978-3-658-40429-1_4

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Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19. / Grénman, Miia; Hakala, Ulla; Mueller, Barbara et al.
Advances in Advertising Research: Communicating, Designing and Consuming Authenticity and Narrative. ed. / Alexandra Vignolles; Martin K. J. Waiguny. Vol. 12 1st. ed. 2023. p. 53-64 (European Advertising Academy ).

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

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KW - consumer perception

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Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19

Abstract

Publication series

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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Cite this