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Full-Text Articles in Business
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 …
Comparison Of Millennials, Generation X, And Baby Boomers Attitudes Toward Preventive Health Information: A Social Media Emphasis, Joe Cangelosi
Comparison Of Millennials, Generation X, And Baby Boomers Attitudes Toward Preventive Health Information: A Social Media Emphasis, Joe Cangelosi
Atlantic Marketing Association Proceedings
No abstract provided.