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Purpose – Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than...
Purpose – This 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 avoid reductionist generalizations, the study takes into account several market‐related situations –...
Purpose – The 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 Millennial generation. Design/methodology/approach – Following a literature review, from which propositions...
Purpose – The purpose of this paper is to examine the antecedents of online loyalty and disloyalty in search engine usage by young Millennials. Design/methodology/approach – Data were collected from 495 pupils between the ages of 14 to 17 years old. Findings – The attitude towards computers...
Purpose – The 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 have relevance for marketers. Design/methodology/approach – The study carried out analysis of...
Purpose – This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials). Design/methodology/approach – With an email sample of 220 adult consumers living in the southeast USA, this study measures status consumption, generational...
Purpose – The purpose of this paper is to provide a methodological approach to understanding key influencers of Millennials and other generational cohorts. The approach identifies adults' implicit consumer preferences based on their early childhood cultural experiences....
Purpose – The 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 growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be...
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