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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
300  Chapter 9
information, and time. The digital natives’ characteristics include an individual’s mood, famil-
iarity, experiences, and motivation. Bajaj Pulsar used these elements extensively in their social
media campaign known as “ZingZong world tour,” which was developed by the digital natives
themselves. The company developed this initiative on World Marriage Day. This was a happy and
festive occasion, which was reflected in the response, as digital natives were joyous and blissful.
Further, they were able to connect their emotions and feelings with the brand. This connection
helped the company retain learning which the digital natives had ...
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Publisher Resources

ISBN: 9789353941468