Advanced search

Found 1 essay matching the above criteria.

1. 1. Newsjacking and generation Z consumer behavior : Identifying patterns through a comparison with generation Y

   University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling

   Author : Alice Goret; Erik Lifvergren; [2022]
   Keywords : Generation Z; Generation Y; Newsjacking; Social Media; Value Creation;

   Abstract : The term Newsjacking was popularized by David Meerman Scott in his book “The new rules of marketing & PR” (2020). The author describes this practice as a tool for marketers that consists in turning “a breaking news story” into an advertisement (p. 360). READ MORE