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Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards
Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards
Walden Dissertations and Doctoral Studies
Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial …
Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley
Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley
Walden Dissertations and Doctoral Studies
Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …