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| Tekijä: | Grant, I. C. |
| Otsikko: | Young peoples' relationships with online marketing practices: an intrusion too far? |
| Lehti: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 607-623 |
| Asiasana: | Commercialization Digital technology Focus groups Internet Questionnaires Youth culture |
| Kieli: | eng |
| Tiivistelmä: | This study examines young peoples' relationships with new digital and more traditional forms of media. The everyday lives of older adolescent teenagers, aged 13-17, were studied. The results from self-completion questionnaires combined with mini focus groups suggest that the internet was used for a diverse range of motivations, one the least powerful being commercial contact. Marketing practitioners try to harness digital media for targeted communication, whereas young people use it for non-commercial purposes. |
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