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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
ID
SMM
6
6-1 Explain how media can integrate into the
behavior of the digital natives with various
approaches.
6-2 Describe various theoretical frameworks that
explain the role of media in the behavior of
digital natives.
6-3 Elucidate the role of social media, blogs, virtual
and online communities in affecting the behavior
of digital natives.
6-4 Explain online brand-related activities and usage
of mobile in digital natives’ behavior along with
the trends and challenges.
Learning Objectives
A er reading this chapter, you will be able to:
In 1995, Kentucky Fried Chicken’s (KFC) entry in India was
not a walk ...
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Publisher Resources

ISBN: 9789353941468