Generation Z and before: 21st century online consumers

Florinda Giorgia Pannofino and Kristin Stewart

Chapter 6 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 77-85 from Edward Elgar Publishing

Abstract: Age-related behavioral changes reflect the complex, subtle ways that cohort and or aging influences consumer decision-making. Generational marketing is a relevant approach for enhancing marketing effectiveness. By segmenting consumers based on the generation in which they were born, marketers might understand the lifestyle, motivations, and interests that correspond to consumers' age and their experience and consumption behaviors. This chapter conceptualizes generations in the context of marketing and offers a sustainable categorization of the four significant generations relevant to marketers today - critical characteristics of each generation complement this categorization. The chapter summarizes critical theories and findings relevant to the media use and digital consumption of these generations. This chapter concludes with future directions for research and marketers.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
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