http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
Digital Marketing of Cotton to Generation Y College Students
Brenda Avila,Jay-Sang Ryu 한국유통과학회 2015 유통과학연구 Vol.13 No.7
Purpose – Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others’ buying decisions. Digital marketing is deemed effective in increasing Gen Y college students’ knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students’perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions – To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.
COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT
Heiwon Oh,Brenda Avila,Jay Sang Ryu 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This research examined the effect of social media marketing on college students’ behaviors toward cotton clothing. The results showed that social media marketing had a greater impact on college students than conventional marketing or no marketing. Fashion brands should utilize social media to communicate with college students more effectively.