The DOI matches its Crossref record; 26 of the 26 references it cites were found in a registry or an index.
Digital marketing strategies that Millennials find appealing, motivating, or just annoying
Open accessAbstract
With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The purpose of this study is to examine various marketing strategies that are commonly used in digital media and ascertain which ones are preferred by Millennials and are effective in influencing behavior. Millennials have been identified as a driving force behind online shopping. While there have been numerous studies about online advertising, there has been little academic research focused on what types of digital marketing strategies are preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials indicated a preference for online coupons and side-panel ads; Millennials do not like pop-up advertising. Graphics are highly effective in grabbing their attention. Millennials will repeatedly visit a website that has competitive prices and good shipping rates. If given an incentive, such as a discount or reward, Millennials will write an online product review.
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Cites
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WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?
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Internet Recommendation Systems
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The Firm's Management of Social Interactions
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Cited by
Why people use social media: a uses and gratifications approach
Whiting, A., & Williams, D. (2013) · Qualitative Market Research: An International Journal · doi:10.1108/qmr-06-2013-0041 · Cited by 1,810
Chatbots in retailers’ customer communication: How to measure their acceptance?
Rese, A., Ganster, L., & Baier, D. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102176 · Cited by 412
Smith, K. T. (2019) · Journal of Strategic Marketing · doi:10.1080/0965254x.2017.1384043 · Cited by 115
Self-citationThe Millennials: Insights to Brand Behavior for Brand Management Strategies
Olga, B., David, D. D., Dhameeth, G. S., Adam, S., & Elliott, S. (2018) · Journal of Management and Strategy · doi:10.5430/jms.v9n3p1 · Cited by 11
Metadata
- Authors
- Smith, K. T.
- Venue
- Journal of Strategic Marketing
- Publisher
- Informa UK Limited
- Published
- 2011-10
- Volume
- 19
- Issue
- 6
- Pages
- 489-499
- ISSN
- 0965-254X (ISSN-L)
- 1466-4488
- OpenAlex
- W3121544282
- Cited by
- 363
- References
- 26
- FWCI
- 15.00
- Type
- journal article
- Language
- en
- Open access
- green
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
