Digital Marketing of Cotton to Generation Y College Students

• 발행기관: 한국유통과학회
• 저자명: Jay-Sang Ryu
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2015 International Conference on Business and Economics (ICBE 2015), 299~302쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.07.31

영문 초록

This research examines the effect of cotton awareness digital marketing on Gen Y college students’ perceptions, attitudes and purchase intentions of cotton clothing. Data were collected from three different groups of college students: the group with no cotton marketing, those with print media marketing, and those with digital marketing. The findings confirmed that college students who had attended digital marketing about cotton 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. Marketers should consider a digital marketing strategy to promote their products and services to Gen Y college students.

목차

1. Introduction

2. Literature review

3. Discussion and conclusions

References

키워드

Digital Marketing Gen Y Consumers Cotton Clothing Consumer Behavior Qr Codes