Digital Marketing Platform Tools, Generation Z, and Cultural  Considerations

Catherine Giunta

doi:10.33423/jmdc.v14i2.2834

Digital Marketing Platform Tools, Generation Z, and Cultural Considerations

Authors

Catherine Giunta Seton Hill University

DOI:

https://doi.org/10.33423/jmdc.v14i2.2834

Keywords:

Marketing Development, Competitiveness, digital marketing, generation Z, culture, business, Marketers, Educators

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.

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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). https://doi.org/10.33423/jmdc.v14i2.2834