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Keywords: Media use
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Journal Articles
Do Millennials read books or blogs? Introducing a media usage typology of the internet generation
Available to Purchase
Journal:
Journal of Consumer Marketing
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...
