Journal of
Marketing Development and Competitiveness






Scholar Gateway


Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


Digital Marketing Platform Tools, Generation Z, and Cultural Considerations


Author(s): Catherine Giunta

Citation: Catherine Giunta, (2020) "Digital Marketing Platform Tools, Generation Z, and Cultural Considerations," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 2,  pp. 63-75

Aricle Type: Research paper

Publisher: North American Business Press

Abstract:

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.