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
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.