Digital marketing and the young consumer
(2017)
Book Chapter
Maheshwari, V., Sinnott, K., & Morris, B. (2017). Digital marketing and the young consumer. In A. Gbadamosi (Ed.), Young Consumer Behaviour. London: Routledge. https://doi.org/10.4324/9781315213590-11
This chapter analyzes the influences of the young consumer on the digital or online decision-making process for a variety of relevant brand categories. The digitalisation of media fuelled by remarkable technological advancement has changed the landsc... Read More about Digital marketing and the young consumer.