Browsing 08. Journals by Subject "Millennials"

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The Millennials as Stayers versus Switchers: The Context of Mobile Phone Services in Sri Lanka

Karunaratna, A.C. (Department of Marketing Management, University of Kelaniya, Sri Lanka, 2020-12)

The study was conducted to evaluate the nature of the behavioral aspects of the Millennials in terms of loyal and switching behavior as reference to the mobile phone services subscription. The study was conducted in two ...
Perspective Paper The Fallacy of Marketing to Millennials: Why Sri Lankan Marketers Should Discard Generational Labels

Ikram, S. M. M.; Tajbhoy, Murtaza A.; Hassanally, Sarah; Perera, Surani (Faculty of Management & Finance, University of Colombo, 2021-12)

This article is a critique of the application of generational labels in marketing, beginning with a review of the concept of cohorts and generations from sociology, followed by an appraisal of contemporary scholarship ...

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