(Download) "Young Consumers in the New Marketing Ecosystem: An Analysis of Their Usage of Interactive Technologies." by Academy of Marketing Studies Journal # eBook PDF Kindle ePub Free
eBook details
- Title: Young Consumers in the New Marketing Ecosystem: An Analysis of Their Usage of Interactive Technologies.
- Author : Academy of Marketing Studies Journal
- Release Date : January 01, 2011
- Genre: Business & Personal Finance,Books,
- Pages : * pages
- Size : 328 KB
Description
INTRODUCTION Recently, corporate executives have begun to realize Facebook, MySpace, instant messaging, cellular telephones, chat rooms and other forms of electronic media have emerged as a new "marketing ecosystem" that is fundamentally transforming how corporations sell to young consumers (Chester & Montgomery, 2008). According to Wilson and Field (2007) "connectivity is a constant of the Gen Y lifestyle, reflected in the skyrocketing popularity of online social-networking sites; furthermore, "Savvy retailers, including American Apparel, Victoria's Secret and Reebok, are using these sites to market to consumers, but also to gain feedback and insight from an audience that is hard to reach through conventional methods." Edelson (2008) confirms this by saying "Victoria's Secret created the Pink brand to appeal to younger customers while protecting the sexy image of its core brand." It is no secret tweens, teens, and young adults are a major demographic for Victoria's Secret brands. Because typical consumption habits of young people can be described as characterized by "hedonism, visibility, and open-mindedness" these retailers attempt to match their messages with these characteristics, which has been successful for retailers like Victoria's Secret (Featherstone, 1991). The most competitive apparel retailers understand that selling handbags and accessories to young customers requires they be always electronically connected to them.
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