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Keywords: Media habits
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (7): 597–606.
Published: 28 October 2013
... presented in this paper is to provide a segment characterization of Generation Y using the VALS typology and provide insights into the media habits of this population. Design/methodology/approach – The research sample consisted of subjects from Generation Y that were drawn from a population of college...
