Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Digital Marketing Strategies: Effectiveness on Generation Z Subject The topic of the resource Content Marketing; Digital Marketing Strategies; Generation Z; Personalized Marketing; Push Notification; Social Media Marketing Description An account of the resource 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. Creator An entity primarily responsible for making the resource Anjum A.; Thomas M.R.; Prakash P.K. Source A related resource from which the described resource is derived SCMS Journal of Indian Management, Vol-17, No. 2, pp. 54-69. Publisher An entity responsible for making the resource available SCMS Group of Educational Institutions Date A point or period of time associated with an event in the lifecycle of the resource 2020-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85093087889&amp;partnerID=40&amp;md5=4b311050bbd0ec405eb023fe07fec14e" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85093087889&amp;partnerID=40&amp;md5=4b311050bbd0ec405eb023fe07fec14e</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9733167 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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