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Full Product Details

Author:   Wided Batat
Publisher:   Edward Elgar Publishing Ltd
Imprint:   Edward Elgar Publishing Ltd
ISBN:  

9781839109294

ISBN 10:   1839109297
Pages:   288
Publication Date:   12 October 2021
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Contents: Introduction to Youth Marketing to Digital Natives 1. Why youth culture beats age segmentation when it comes to marketing to young consumers 2. From age segmentation to segmenculture : introducing a new segmentation method based on the youth culture criterion 3. How do youth become consumers? Exploring consumer socialization from childhood to youthhood 4. Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market 5. Consumption, brands, co-creation, and empowerment in youth cultures: how can businesses capture the creative potential of digital natives? 6. Digital natives and social media use in youth cultures: what should brands know about blogging? 7. Advertising to digital natives: a hybrid and disruptive way to communicate 8. How are brands designing attractive customer experiences to connect with digital natives? 9. How to study youth consumption cultures: towards immersive market research tools 10. Are digital natives eco-friendly consumers? Conclusion

Reviews

'Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.' - Jeff Tanner, Old Dominion University, US

'Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.' -- Jeff Tanner, Old Dominion University, US

Author Information

Wided Batat, Professor of Marketing, Entrepreneur and Keynote Speaker

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