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  • Generation Y as Digital Consumer:A Conceptual Framework for Mobile Marketing in India

    Author(s):
    VARSHA JAIN SAUMYA PANT
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2016
    Group(s):
    Communication Studies, Digital Humanists, Electronic Literature, Feminist Humanities, Information Ecosystems
    Subject(s):
    Digital communications, Digital media, India, History, Modern, Explorers, Diaries, Generations, Sociology
    Item Type:
    Article
    Tag(s):
    Generation Y, mobile marketing, Digital communication, Modern India, Explorers’ journals, Sociology of generations
    Permanent URL:
    http://dx.doi.org/10.17613/zyqz-h734
    Abstract:
    Among the emerging economies, India is the most promising market for Generation Y, because majority of Indian’s population belongs to this segment (those born between 1980 and 2000). These individuals are tech-savvy and extensively use mobile phones. This study aims to uncover the role of mobile phone that has emerged along with the evolution of Generation Y. The digitized consumers of this generation need to be understood in light of the importance of family, friends and peers. This will help us determine the purchase of products and brands via mobile phones while understanding the characteristics of these individuals. A total of 10 focus group discussions (FGDs) with 72 respondents were conducted in three Indian leading cities: Mumbai, Bangalore, and Ahmedabad. The study found that Generation Y widely use mobile phone, get influenced by the peers, family and friends and get involved with the brands via phone. Generation Y also focus on personalization, security and sharing; while they emerge as digital consumers.
    Metadata:
    xml
    Published as:
    Journal article     Show details
    Pub. DOI:
    10.15655/mw/2016/v7i2/98726
    Publisher:
    Media Watch
    Pub. Date:
    2016-5-5
    Journal:
    Media Watch
    Volume:
    7
    Issue:
    2
    Page Range:
    210 - 225
    ISSN:
    2249-8818,0976-0911
    Status:
    Published
    Last Updated:
    2 years ago
    License:
    All Rights Reserved

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    Item Name: pdf generation-y-as-a-digital.pdf
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