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Branding, Communication, and Millennials: A Look at the Communication Habits of the Largest Generation in History

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Mattix, Christopher James
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Branding, Communication, and Millennials: A Look at the Communication Habits of the Largest Generation in History (1.510Mb)
Abstract
Millennials are the largest generation in history and are frequently the targets of major marketing campaigns. However, no current research exists that focuses on Millennials' brand related communication habits. Focus groups with 50 college students were used to study the brand related communication habits of Millennials. Focus group data indicate that face-to-face communication is preferred by Millennials when communicating about brands and products; however, participants noted an increased use of digital communication (text messages, instant messages, social networks) when communicating a negative brand experience. Price, family tradition, and product type were found to have the biggest influence over what types of messages were communicated and with whom they were communicated.
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https://hdl.handle.net/10365/29910
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  • Communication Masters Theses

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Student Focused, Land Grant, Research Institution

  • Campus Map
    • Campus Map (pdf)
    • Building list
    • Campus Offices
  • Equity
  • Employment
  • Phone/Email Directory
  • Online Services
    • Blackboard
    • One Stop
    • Campus Connection
    • IT Help Desk
    • Libraries
    • Email
    • Student Success Collaborative
  • Registration And Records
    • Course Schedule
    • Dates and Deadlines
North Dakota State University - Libraries
Circulation: (701) 231-8888 | Reference: (701) 231-8886
Administration: (701) 231-8753
Main Library address: 1201 Albrecht Boulevard
Mailing address: Dept #2080 PO Box 6050, Fargo, ND 58108-6050
Site manager: Site manager
Contact Us |