Digital Marketing Platform Tools, Generation Z, and Cultural Considerations
Keywords:
Marketing Development, Competitiveness, digital marketing, generation Z, culture, business, Marketers, EducatorsAbstract
This paper summarizes results of a longitudinal study of Generation Z and their use of digital marketing platforms. It expands current research by integrating culture theories into this analysis. In this way Generation Z can be seen as a niche market and as a subculture worthy of further analysis for business, marketers, and digital marketing educators.
Downloads
Published
2020-07-24
How to Cite
Giunta, C. (2020). Digital Marketing Platform Tools, Generation Z, and Cultural Considerations. Journal of Marketing Development and Competitiveness, 14(2). Retrieved from https://articlearchives.co/index.php/JMDC/article/view/4581
Issue
Section
Articles