Youth Marketing to Digital Natives

by Wided Batat

Book Overview

Offering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviours. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands. Youth Marketing to Digital Natives introduces a youth consumption culture perspective that captures the paradoxical and...

• Format: Paperback
• Language: English
• ISBN: 1035308169
• ISBN13: 9781035308163
• Release Date: October 2022
• Publisher: Edward Elgar Publishing
• Length: 288 Pages
• Dimensions: 6.1" x 9.2"