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Keywords: Media use
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Journal Articles
Journal of Consumer Marketing (2012) 29 (2): 114–124.
Published: 16 March 2012
... generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the “Internet Generation”. In this paper, the authors aim to partially close this gap...

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