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Group Study (4July), Group discussion, TzuLing, Wanting, Tianyi, Journal…
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The Comparative Study between Traditional Marketing and Digital Marketing about Goods and Services in KSA
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This study compares traditional and digital marketing among students in Saudi Arabia, revealing a significant relationship and key differences between the two, offering practical insights for marketing managers.
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Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration
2021, VOL. 31, NO. 1, 10–29
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Millennials, as digital natives with strong buying power, adeptly avoid traditional digital ads, prompting marketers to explore engaging strategies like short, humorous, influencer-driven content with music, which also resonates with Gen Z.
✨(trade journals, university journals)
✨ (commercial publishers, university publishers)
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Ruth Mugge, Jan P.L. Schoormans & Hendrik N.J. Schifferstein
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This study explores how personalizing a product’s appearance—such as a bicycle—strengthens emotional attachment through both the effort invested and the product’s self-expressive value, offering insights for product designers.
Qualitative (SPSS & AMOS, Questionnaire, groups, interviews)
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