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20 - Generation Z and Digital Marketing

from Part III - Activities in Cyber Behavior

Published online by Cambridge University Press:  06 December 2024

By
Anni Katriina Mäkitalo ,
Heikki Karjaluoto  and
Outi Niininen
Edited by
Zheng Yan
Zheng Yan
Affiliation:
University at Albany, State University of New York
Get access

Summary

1 Introduction

 1.1 Objective of the Chapter

2 Conceptual Development

 2.1 Generation Z

   2.1.1 Generation Z in a Digital Environment

   2.1.2 Characteristics of Generation Z

 2.2 Digital Marketing

   2.2.1 Social Media Marketing

   2.2.2 Social Networking Sites

 2.3 Digital Marketing Tools

   2.3.1 Electronic Word-of-Mouth

   2.3.2 Influencer Marketing

   2.3.3 User-Generated Content

3 Conclusion

4 Future Directions

Keywords

digital marketingGeneration Zsocial mediasocial media marketingsocial networkingsocial networking sitesinfluencer marketingelectronic word-of-mouthuser-generated content
Type
Chapter
Information
The Cambridge Handbook of Cyber Behavior , pp. 568 - 587
Publisher: Cambridge University Press
Print publication year: 2023

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