Table of contents - Special Issue: Marketing Challenges in Serving Millennials
Guest Editors: Dennis Pitta
Longitudinal study of digital marketing strategies targeting Millennials
Katherine Taken SmithThe purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential…
The impact of generational cohorts on status consumption: an exploratory look at generational cohort and demographics on status consumption
Jacqueline K. Eastman, Jun LiuThis paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).
A life‐stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers
Călin GurăuThis article aims to provide a comparison between the patterns of brand loyalty of five consumer groups – three groups of Millennials and two groups of Generation X consumers. To…
Do Millennials read books or blogs? Introducing a media usage typology of the internet generation
Thomas Kilian, Nadine Hennigs, Sascha LangnerMillennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main…
Loyalty and or disloyalty to a search engine: the case of young Millennials
Cleopatra Veloutsou, Alan McAlonanThe purpose of this paper is to examine the antecedents of online loyalty and disloyalty in search engine usage by young Millennials.
The emergence of marketing in Millennial new ventures
David Lingelbach, Anthony Patino, Dennis A. PittaThe purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the…
Identifying Millennials' key influencers from early childhood: insights into current consumer preferences
Amy M. Young, Mary D. HineslyThe purpose of this paper is to provide a methodological approach to understanding key influencers of Millennials and other generational cohorts. The approach identifies adults'…
Segmenting the toy industry: a study of pre‐teen Millennials
Anthony Patino, Velitchka D. Kaltcheva, David Lingelbach, Dennis A. PittaThe purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel