This paper looks at young adults' relationship with digital media. From a commercial perspective the opportunity to deploy these channels to promote consumer recruitment and loyalty is very significant indeed. However, consumer marketing companies will have to learn to meet the needs of this very discerning and highly cynical audience by combining the best creative ideas and strategies with a transformed approach to marketing sales and service, embodying the best of information and communications technology, reliably and securely implemented. Communication networks underpin this report. While teens complain that they have less public space to hang out in, they are making the online world their milieu, their domain where they develop personal relationships and where they play and learn new things. The conclusions cover not only the effect of current market drivers, but also emerging trends that will allow brands to better understand the behaviour of young adults, so as to establish more truthful binds with them.
Qualitative Market Research: An International Journal – Emerald Publishing
Published: Jun 1, 2004
Keywords: Information society; Young adults; Customers; Marketing
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera