바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

ISSN : 1738-3110

논문 상세

다음
선공개 논문 논문 투고

Vol.13 No.7
Citation Share

Digital Marketing of Cotton to Generation Y College Students

Digital Marketing of Cotton to Generation Y College Students

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2015, v.13 no.7, pp.5-10
https://doi.org/https://doi.org/10.15722/jds.13.7.201507.5
Avila, Brenda (School of Family and Consumer Sciences, Texas State University)
Ryu, Jay-Sang (Department of Interior Design and Fashion Merchandising, Texas Christian University)
Avila, Brenda, & Ryu, Jay-Sang. (2015). Digital Marketing of Cotton to Generation Y College Students. The Journal of Distribution Science(JDS), 13(7), 5-10, https://doi.org/https://doi.org/10.15722/jds.13.7.201507.5
  • 다운로드 수
  • 조회수
PDF 다운로드

Abstract

Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

keywords
Digital Marketing, Gen Y Consumers, Cotton Clothing, Consumer Behavior, QR Codes

참고문헌

1.

Alderton, M. (2010). Marketing to College Students. Business.com. Retrieved October 26, 2014, from http://www.business.com/market-research/marketing-to-college-students/

2.

Bayne, K.S., & Cianfrone, B.A. (2013). The Effectiveness of Social Media Marketing: The Impact of Facebook Status Updates on a Campus Recreation Event. Recreational Sports Journal, 37(2), 147-159.

3.

Bluemelhuber, C., Carter, C.C., & Lambe, J. (2007). Extending the View of Branding Alliance Effects: An Integrative Examination of the Role of Country of Origin. International Marketing Review, 24(4), 427-443.

4.

Broadbent, A.D. (2001). Basic Principles of Textile Coloration. West Yorkshire, England: Society of Dyers and Colorists.

5.

Crumbley, R. (2008). Cotton Incorporated: New Innovations for Cotton Products. Proceedings of the Symposium on Natural Fibres. Rome, Italy. Common Fund for Commodities.

6.

Di Pietro, L., & Pantano, E. (2013). Social Network Influences on Young Tourists: An Exploratory Analysis of Determinants of the Purchasing Intention. Journal of Direct, Data and Digital Marketing Practice, 15(1), 4-9.

7.

Eisinga, R., teGrotenhuis, M., & Pelzer, B.(2013). The reliability of a two-item scale: Pearson, Cronbach, or Soearman-Brown? International Journal of Public Health, 58 (4), 637-642.

8.

Gardyn, R. (2002). Educated Consumers. Am Demogr, 24(10), 18-19.

9.

Grant, I., & O’Donohoe, S. (2007). Why Young Consumers Are Not Open to Mobile Marketing Communications. International Journal of Advertising, 26(2), 223-246.

10.

Hanley, M., & Boostrom Jr., R.E. (2011). How the Smartphone is Changing College Student Mobile Content Usage and Advertising Acceptance: An IMC Perspective. International Journal of Integrated Marketing Communications, 3(2), 49-64.

11.

Hatchett, K., & Williams, N. (2010). Awareness of Cotton among Generation Y. Norfolk, VA: Thesis for Master’s in Old Dominion University.

12.

Horovitz, B. (2002). Gen Y: A Tough Crowd to Sell. USA Today. Retrieved October 31, 2014, from http://usatoday30. usatoday.com/ money/mlead.htm.

13.

Hromek, R., & Reffey, S. (2009). Promoting Social and Emotional Learning with Games: It’s Fun and We Learn Things. Simulation & Gaming, 40(5), 626-644.

14.

Hu, N., Liu, L., & Zhang, J.J. (2008). Do Online Reviews Affect Product Sales? The Role of Reviewer Characteristics and Temporal Effects. Information Technology and Management, 9(3), 201-214.

15.

ICEF (2014). Marketers Will Focus on Mobile More Than Ever Before in 2014. ICEF. Retrieved June 20, 2015 fromMonitorhttp://monitor.icef.com/2014/01/marketers-will-focus-on-mobile-more-than-ever-before-in-2014/

16.

Jain, M., & Pant, S. (2010). Knowledge of Consumers Regarding Textiles. Textile Trends, 53(5), 23-33.

17.

Kimbrough, T. (2008, October). Cotton Basics. Wearables, 12(9), 29-29.

18.

Ko, E., Kim, E.Y., & Lee, E.K. (2009). Modeling Consumer Adoption of Mobile Shopping for Fashion Products in Korea. Psychology & Marketing, 26(7), 669-687.

19.

Lam, D., Lee, A., & Mizerski, R. (2009). The Effects of Cultural Values in Word-of-mouth Communication. Journal of International Marketing, 17(3), 55-70.

20.

Lee, J. W.,& Cormier, J. (2010). Effects of Cosumers’Demographic Profile on Mobile Commerce Adoption. Journal of Distribution Science, 8(1), 5-11.

21.

Ma, Y.J., & Niehm, L.S. (2006). Service Expectations of Older Generation Y Customers: An Examination of Apparel Retail Settings. Managing Service Quality, 16(6), 620-640.

22.

Modzelewski, A. (2013). Target Rocks at Using Social Media and Digital Marketing to Reach College Students. Yahoo Small Business. Retrieved October 14, 2014, from https://smallbusiness.yahoo.com/advisor/target-rocks-using-social-media-digital-marketing-reach-230539061.html.

23.

Moth, D. (2013). Five Examples of Social Media Marketing Excellence. Econsultancy. Retrieved June 4, 2015, from https://econsultancy.com/blog/62047-five-examples-of-social-media-marketing-excellence/

24.

Noble, S.M., Haytko, D.L., & Phillips, J. (2009). What Drives College-age Generation YConsumers? Journal of Business Research, 62(6), 617-628.

25.

Ryu, J.S. (2013).Mobile Marketing Communications in the Retail Environment: A Comparisonof QR Code Users and Non-users. International Journal of MobileMarketing, 8(2), 19-29.

26.

Ryu, J.S., & Murdock, K. (2013).Consumer Acceptance of Mobile Marketing Communications Using the QR Code. Journal of Direct, Data and Digital Marketing Practice, 15(2), 111-124.

27.

Thoene, W.S. (2012). The Impact of Social Networking Sites on College Students’ Consumption Patterns. Huntington, WV: Thesis for Master’s in Marshall University.

28.

Wells, R., Kleshinski, C.E., & Lau, T. (2012). Attitudes toward and Behavioral Intentions toAdopt Mobile Marketing:Comparisons of Gen Y in the United States, France and China. International Journal of Mobile Marketing, 7(2), 5-25.

29.

Williams, D.L., Crittenden, V.L., Keo, T.,& McCarty, P. (2012). The Use of Social Media: an Exploratory Study of Usage among Digital Natives. Journal of Public Affairs, 12(2), 127-136.

30.

Wolburg, J.M., & Pokrywczynski, J. (2001). A Psychographic Analysis of Generation YCollege Students. Journal of Advertising Research, 41(5), 33-53.

31.

Zhang, M., Jansen, B.J., & Chowdhury, A. (2011). Business Engagement on Twitter: A Path Analysis. Electronic Markets, 21(3), 161-175.

The Journal of Distribution Science(JDS)

선공개 논문 논문 투고 OA 정책