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The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.

Data were collected over a three‐year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.

Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.

By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews.

Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation.

The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation.

Following a literature review, from which propositions are derived, an earlier process model of organizational speciation is adapted to marketing by Millennial entrepreneurs.

A four‐stage cycle model of entrepreneurial marketing by Millennials is developed, consisting of enabling through resource scarcity, bonding through social media, new product introduction through incremental stealth, and replicating through variation, selection, and retention.

Model development would be enhanced through empirical data.

Marketers in entrepreneurial firms founded by Millennials can follow a few simple rules to enhance market penetration. Resource scarcity is something to be sought, not avoided. A thoughtful social media strategy can accelerate new product introduction: stealthiness and its close relation small size should be embraced; avoid getting too big too quickly; use furtiveness to drive social media‐based bonding.

Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique characteristics of Millennial‐led new ventures. This study develops the most comprehensive model of entrepreneurial marketing by Millennials to date.

Researchers emphasized that only a small effort has addressed the beliefs and attitudes of millennials toward advertising. The purpose of this study is also to respond to researchers’ recognition of the dearth of cross-national advertising and globalization studies in emerging markets. To fill this theoretical gap in the literature, this study aims to assess attitudinal differences and similarities, as well as the underlying structures of the attitude toward advertising in general (AG), of millennial consumers from developed and emerging markets (USA, UK, France, Spain and Morocco).

Data were obtained from millennials through self-administered survey questionnaires. It drew from findings of previous research and theoretical development by Bauer and Greyser, Pollay and Mittal, Sandage and Leckenby, Muehling, Durvasula and Netemeyer, and Andrews, Lysonski and Durvasula. Various statistical analyses were used to explore differences and similarities in AG.

The paper concludes that the two-factor solution framework of AG is inadequate. Research results also indicated that millennials from each of the five different countries studied did not indicate overwhelmingly favorable or unfavorable AG. This study found eight factors/constructs (i.e. promote bad things as good, product information, social role and image, hedonism/pleasure, good for the economy, materialism, falsity and “not interpretable”) as descriptors of the millennials from the five nations’ AG.

The differences in advertising beliefs and attitudes among samples in the five countries studied may be because of such factors as historical values, practices and regulations. Cultural values and dimension may influence millennials’ perceived AG and need to be taken into consideration.

Academicians and practitioners in the advertising field need to appreciate the country’s cultural peculiarities. In understanding the advertising preferences of millennial consumers in these five markets, marketing and advertising executives may have localized their advertising messages for each studied market, resulting in different responses from these millennial consumers.

Millennials need not be conceptualized as a single niche market. While the focus of most of research in the determinants of AG had been within the Western business/consumer construct, the goal is to include assessment of AG in a non-Western, emerging market. This paper addresses the dearth in determinants of AG research in North Africa and other emerging markets.

This study aims to investigate the role of social media in increasing trust, self-perceived creativity and millennial entrepreneurial satisfaction.

The empirical analysis was conducted using a sample of 385 millennial entrepreneurs that were recruited for online survey. After conducting reliability and validity tests, the data were analyzed using partial least squares structural equation modeling.

The results showed that the quality of social media information had a direct and indirect positive and significant effect on trust and satisfaction. Social media marketing activities had a direct and indirect positive and significant effect on trust and self-perceived creativity. System Quality of social media also has a significant direct influence on trust. However, there is no direct relationship to satisfaction. Finally, social media marketing activities have a significant direct effect on trust and satisfaction.

This research can contribute to marketing experts and millennial entrepreneurs in improving the quality of advertising information and the credibility of social media used to support creativity, trust and satisfaction. In addition, marketing experts and millennial entrepreneurs with online-based communities should optimize their marketing activities on social media.

This study has shown a more comprehensive model of the relationship between information quality, system quality, social media marketing activities, self-perceived creativity, trust and satisfaction. This study also reveals a significant direct and indirect effect of social media marketing activities on satisfaction.

This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our understanding of cause-related marketing, ethics and millennials in an international context, with few studies offering insights into successful CRM campaigns in developed vs developing countries. Previous studies have yielded differing responses based on culture, sociodemographic and consumer perceptions.

An exploratory qualitative research method was adopted to build the theory necessary to address this research gap. Semi-structured interviews were conducted with a convenience sample of 155 undergraduate and postgraduate students representing 17 nationalities. Interviews were conducted in two regions (Ireland and United Arab Emirates) representing developed and developing markets.

Discrepancies exist between millennial consumers when it comes to ethical self-reporting, perceptions of CRM initiatives, choice criteria of CRM offers and purchase intentions. Findings also suggest that there is a relationship between the religious and ethical beliefs of millennials in certain regions. Gender showed no significant differences in perceptions of CRM.

This study examines millennial perceptions of CRM from multiple nationalities in developed vs developing markets. It introduces the ethical continuum in international CRM as a lens to examine perceptions of millennial consumers. The study identifies that millennials should not be treated as a homogenous group, suggesting different choice criteria of millennial consumers based on their ethical standards. It demonstrates emerging support for the role of religion in successful adoption of CRM.

The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior.

A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models.

Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts.

Models provide evidence that both supports and extends previous research into interactive media from a uses and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media.

Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively.

The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US cohorts within the current generational cycle.

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns.

Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3).

The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals.

Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries.

To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products.

CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes.

This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

To develop an understanding of the Millennial Generation's consumption of green products. Specifically, our research sought to address the following two research questions in regard to this generation's consumption behavior: What product attributes have significant effects on purchases of green products? What are the primary reasons for not adopting green products?

A questionnaire was administered to 197 undergraduates at a private university in the southern US. The sample was 59 percent female and ages ranged from less than 18 to 25. Full time students represented 95 percent of the sample.

The findings suggest that when developing marketing communications, marketers may want to devote more attention to recyclability or re-usability, biodegradableness, and positive health effects stemming from eco-friendly product attributes, as these characteristics shared the strongest associations with Millennial intent to purchase green products. The results also indicate that the primary reason Millennials do not purchase green products is the belief that green products are too expensive.

To capture opinions of members of the Millennial Generation, the study used a sample of students at a private university which may not be representative of the entire population of Millennials. Since all participants were enrolled in higher education, there may be some relationship between education and green consumption behavior.

This research offers marketers a richer understanding of this segments' consumption behavior of green products, in addition to highlighting important obstacles marketers need to overcome to transition non-purchasers to purchasers of green products.

A radical set of social and structural shifts in the last years has transformed the world, bringing a confusing order that few have been able to predict. Common sense information and myths about Millennials’ generation define them as being very homogeneous and different from other generations, which would be already a complex dimension to analyze. However, the complexity increases according to some studies that suggest that other generations have a flawed perception of Millennials. Based on this, the purpose of this chapter is to assess the self-image Millennials regarding consumption behavior and compare it with how they are perceived by other generations, namely, Boomers and Generation Xers. Identifying and understanding the differences could assist in improving the ability to market to them. To conduct this study, a survey was developed to collect data from each group of interest located in the same institutional setting to avoid institutional distance. The constructs included were Technology Savviness, Social Responsibility, Environmental Concern, Status Consumption, and Brand Loyalty. The final sample consisted of 342 participants where 182 were Millennials (53.8%) and the remaining 160 were either Baby Boomers or Generation Xers (42.8%). The current results support the idea of differences between self and other perception, although not in every dimension. The results show that Millennials and older generations have different perceptions regarding Millennial technology savviness, social responsibility, status consumption, and brand loyalty. Environmental concern was the only dimension where the self-opinion of Millennials did not differ from the other generations. Current findings are pertinent because differences in Millennial’s behaviors are important for companies addressing international markets. These results challenge research conducted in other cultural landscapes and call for the need to validate the typical pattern, which lays over the idea that there are significant differences among Millennials’ self-perception and perception of others about them. Because this information provides useful knowledge for brands to become more effective, it is crucial for managers of companies conducting business in a global context to be acquainted with it. This will promote the possibilities to create and maintain close relationships with the Millennials, taking into account the institutional setting in which they grew up. Finally, this study emphasizes the importance of environmental concerns in the current world, which may have the power to unite different generations for a single global cause, thus sorting out some of the confusion.

In the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's behavior from the Asian context.

This is new empirical research that tested the proposed hypotheses through PLS-SEM, as PLS is the most robust technique for predicting consumer behavior. Importantly, consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands.

The results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian millennials' behavioral outcomes (i.e., continuous purchase intention and price premium).

This study investigated dimensions of perceived brand authenticity to predict Asian millennials' behavioral outcomes in a broader perspective. Future researchers may investigate a specific culture with a larger sample size to predict millennials behavior.

This study has several implications that guide the global managers of several service and manufacturing industries to develop various positioning and relationship strategies for global brands to target Asian markets effectively.

Using attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands.