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Full-Text Articles in Business
Modelling Online Advertising Design Quality Influences On Millennial Consumer Attitudes In South Africa, Rodney G. Duffett Dr, Natassha V. Miller Ms
Modelling Online Advertising Design Quality Influences On Millennial Consumer Attitudes In South Africa, Rodney G. Duffett Dr, Natassha V. Miller Ms
The African Journal of Information Systems
Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rhetoric theory as the theoretical basis to examine millennial consumer attitudes. The main research aims were to propose an online advertising design quality model, and to ascertain the influence of online advertising design quality on millennial consumer attitudes. The study employed a quantitative research design via an empirical online survey. Online advertising design quality …
Understanding Millennials Regarding Online Versus In-Store Grocery Shopping Preferences, Timothy L. Schauer
Understanding Millennials Regarding Online Versus In-Store Grocery Shopping Preferences, Timothy L. Schauer
Atlantic Marketing Journal
Grocery shopping has changed in significant ways over the last 150 years – all to allow customers to choose their own items (Strasser, 1989). Within the last decade, large U.S. supermarkets, like Kroger, Walmart, and Safeway have rolled out online stores (Perez, 2015). However, in 2017, when the Internet-based giant, Amazon, acquired Whole Foods and developed the Amazon Go concept store, the march toward online-only sales came into question. The purpose of this research is to attempt to understand the preferences associated with Millennials regarding online versus in-store grocery shopping preferences. This paper provides the following contributions. First, it extends …
South African Millennials’ Attitudes Towards The Communications Effect Of Youtube Marketing, Rodney G. Duffett Associate Professor
South African Millennials’ Attitudes Towards The Communications Effect Of Youtube Marketing, Rodney G. Duffett Associate Professor
The African Journal of Information Systems
YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC). The main objectives of this research are to determine the effect of YouTube marketing communications (YTMC) on traditional and non-traditional attitudinal relationships, and to establish whether demographic variables and usage factors have an effect on traditional attitudinal relationships among the South African millennial cohort. A multi-stage sampling method was employed and 1,900 millennial cohort members (aged 18-32 years old) participated in the survey. Structural equation …
The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams
The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams
Atlantic Marketing Journal
Social media sites have become an important part of many individuals’ lives. According to the Pew Research Center (2010), Millennials, also known as Gen Y, are living their lives on the internet where 75% of them have a profile on a social networking site. When compared with only 50% of Gen Xers and 30% of Boomers, this gives them the distinct identity that they are more technologically advanced.