The "Digitalisation" of Youth: How Do They Manage and Integrate Digital Technologies?

View Sample PDF

Author(s): Pedro Quelhas Brito (University of Porto, Portugal)
Copyright: 2011
Pages: 29
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Neal M. Burns (University of Texas, Austin, USA), Terry Daugherty (The University of Akron, USA)and Matthew S. Eastin (University of Texas at Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch019

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

Purchase

View The "Digitalisation" of Youth: How Do They Manage and Integrate Digital Technologies? on the publisher's website for pricing and purchasing information.

Abstract

The digitalization of youth signifies their complete immersion, active participation and involvement in the production, consumption and sharing of digital content using various interconnected/interfaced digital devices in their social network interactions. A prerequisite to successful commercial communication with young people is having a good understanding of new media, along with their social and psychological framework. The behaviour, motivation and emotions of youth in general and in relation to digital technologies, especially the meaning attached to mobile phones, the Internet (mainly social network sites) and games (computer-based and portable) should also be addressed if advertisers aim to reach this target group.

The IRMA Community

Research IRM

The "Digitalisation" of Youth: How Do They Manage and Integrate Digital Technologies?

Purchase

Abstract

Related Content

IRMA Sponsors