AffiliationUniversity of Chester; Staffordshire University
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AbstractThe digitalisation of media fuelled by remarkable technological advancement has changed the landscape of the business environment and the variety of functions within it since the initial development of the Internet. This includes key business operations of marketing and its relative activities such as advertising, direct and personal selling, relationship building, branding and brand development for enhancing communication to serve existing and increasing potential segments in a set market. Moreover, significant development of digital media has led to the establishment of the term digital marketing where traditional models and frameworks of marketing could be applied in a more enhanced manner using a variety of digital platforms, drastically improving the promptness and effectiveness of marketing efforts. This includes use of innovative webpages, social media marketing through prominent platforms such as Facebook, Twitter, Instagram and Snapchat and digital channels such as YouTube and mobile marketing applications. The use of digital marketing mediums have been increasingly popular within all demographic segments, especially for the purpose of information searching, fact-finding and establishing trustworthiness before committing to a particular product or a brand.
CitationMaheshwari, V., Sinnott, K., Morris, B. (2018). Digital Marketing and The Young Consumer. In A. Gbadamosi (Ed.), Young Consumer Behaviour (pp. 188-207). Abingdon, United Kingdom: Routledge.
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