Utiliser les séries télévisées pour communiquer différemment auprès de la génération Y

Abstract : Communication strategies have to be revised to lake into account the consumer behaviour of Generation Y. This article examines the reasons for the success of télévision series among digital natives and attempts to identify how their business mode! can be used by brands to deliver attractive content to young consumers. Finally, some marketing strategies are proposed to engage and retain Generation Y.
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Journal articles
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https://hal.archives-ouvertes.fr/hal-01159144
Contributor : Sandrine Palmer <>
Submitted on : Tuesday, June 2, 2015 - 4:27:27 PM
Last modification on : Friday, April 19, 2019 - 3:02:32 PM

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  • HAL Id : hal-01159144, version 1

Citation

Pascale Ezan. Utiliser les séries télévisées pour communiquer différemment auprès de la génération Y. Décisions Marketing, Association Française du Marketing, 2014, pp 129-145. ⟨hal-01159144⟩

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