Digital Commons Network^™

Are Generational Attitudes Toward Digital Marketing Technology Exhibited In Automobile Purchase Behaviors?, Scott Whitaker

Doctor of Business Administration Dissertations

This dissertation was focused on the current digital purchasing trend in the used automotive industry in order to understand which factors impacted the growth of this trend through the lens of generational cohort theory. The growth of consumer informedness in the automotive sector has created drastic changes in how consumers are able, and willing, to purchase vehicles. Used car dealerships who adopt successful internet marketing techniques can capture and engage potential customers and then convert that engagement into sales. Companies like Carvana, Vroom, and CarMax have seized this opportunity and created a digital marketing phenomenon with major impacts on consumer …