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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
180  Chapter 6
Integration of Media and its Influence
on Consumer Behavior
Media platforms and consumer behavior patterns mutually shape and decide each other’s fate
and e ectiveness. India is no exception to this as the integration of digital media and consump-
tion patterns has changed the face of retailing (Havas Worldwide, 2013; Ferreira et al., 2013;
Danaher, Wilson, & Davis, 2003). This change is a fact of life for many digital natives. Concom-
itantly, brands that use the digital space well become success stories. Digital natives’search for
digital marketing initiatives that add value to their lives and places a premium on their likings ...
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Publisher Resources

ISBN: 9789353941468