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How does the web make youth feel? Exploring the positive digital native rhetoric

Page, Kelly L. and Mapstone, Mark 2010. How does the web make youth feel? Exploring the positive digital native rhetoric. Journal of Marketing Management 26 (13-14) , pp. 1345-1366. 10.1080/0267257X.2010.523709

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Abstract

Limited research has examined consumer emotional responses to digital media. In this article, we explore the emotional responses to the web of the Digital Native, who express in their own words how the web makes them feel and why. Content analysis and response classification reveals a hierarchical model of emotional responses to the web expressed by the Digital Native. Our findings suggest that a youth and web application context influence the hierarchical framework of consumer web emotions. Within a youth cohort born between 1990 and 1996, differences in how the web makes youth feel is identified across age groups, contesting the popular positive Digital Native rhetoric often used to justify market segmentation and digital government policy targeted at youth markets.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
T Technology > T Technology (General)
Uncontrolled Keywords: Digital Native ; Emotion ; Digital marketing ; Consumer behaviour ; Segmentation
Additional Information: Special Issue: Academy of Marketing Conference 2010, “Transformational Marketing"
Publisher: Taylor & Francis
ISSN: 0267-257X
Last Modified: 21 Oct 2016 02:35
URI: https://orca.cardiff.ac.uk/id/eprint/22873

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