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Article
Publication date: 1 June 2004

Ian Spero and Merlin Stone

This paper looks at young adults' relationship with digital media. From a commercial perspective the opportunity to deploy these channels to promote consumer recruitment…

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Abstract

This paper looks at young adults' relationship with digital media. From a commercial perspective the opportunity to deploy these channels to promote consumer recruitment and loyalty is very significant indeed. However, consumer marketing companies will have to learn to meet the needs of this very discerning and highly cynical audience by combining the best creative ideas and strategies with a transformed approach to marketing sales and service, embodying the best of information and communications technology, reliably and securely implemented. Communication networks underpin this report. While teens complain that they have less public space to hang out in, they are making the online world their milieu, their domain where they develop personal relationships and where they play and learn new things. The conclusions cover not only the effect of current market drivers, but also emerging trends that will allow brands to better understand the behaviour of young adults, so as to establish more truthful binds with them.

Details

Qualitative Market Research: An International Journal, vol. 7 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 1 June 2004

Len Tiu Wright

236

Abstract

Details

Qualitative Market Research: An International Journal, vol. 7 no. 2
Type: Research Article
ISSN: 1352-2752

Content available
Book part
Publication date: 22 August 2019

Brett Lashua

Abstract

Details

Popular Music, Popular Myth and Cultural Heritage in Cleveland: The Moondog, The Buzzard, and the Battle for the Rock and Roll Hall of Fame
Type: Book
ISBN: 978-1-78769-156-8

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