Digital Marketing Strategies: Effectiveness on Generation Z

Title

Digital Marketing Strategies: Effectiveness on Generation Z

Creator

Anjum A.; Thomas M.R.; Prakash P.K.

Description

The paper examines the constructs of digital marketing strategies on two aspects. Exploring the numerous digital marketing strategies related to Generation Z through a comprehensive desk review and archival research and confirming the explored factors to create a valid and measurable instrument.It is important to quantify and develop a scale to measure the effectiveness of digital marketing strategies on Generation Z. The first section of the study is exploratory factor analysis (EFA), establishing the effectiveness of digital marketing strategies on Generation Z. The second section deals with Confirmatory Factor Analysis (CFA), confirming the factors coined through exploratory factor analysis. The dimensions identified in the research can help marketers create exclusive digital marketing strategies to target Generation Z. 2020 SCMS Group of Educational Institutions. All rights reserved.

Source

SCMS Journal of Indian Management, Vol-17, No. 2, pp. 54-69.

Date

2020-01-01

Publisher

SCMS Group of Educational Institutions

Subject

Content Marketing; Digital Marketing Strategies; Generation Z; Personalized Marketing; Push Notification; Social Media Marketing

Coverage

Anjum A., Department of Commerce, CHRIST (Deemed to be University), India; Thomas M.R., Department of Commerce, CHRIST (Deemed to be University), India; Prakash P.K., Department of Commerce, CHRIST (Deemed to be University), India

Rights

Restricted Access

Relation

ISSN: 9733167

Format

Online

Language

English

Type

Article

Identifier

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85093087889&partnerID=40&md5=4b311050bbd0ec405eb023fe07fec14e