Browsing MINDS@UW Whitewater by Author "McKee, Kathleen"

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Actions speak louder than words : how social influence affects gen Z's attitude toward personalized marketing, brand loyalty, ad avoidance, and brand avoidance behaviors

McKee, Kathleen (University of Wisconsin - Whitewater, 2021-05)

Advertising on the internet is growing at the fastest rate of any medium today (Internet Advertising Bureau & PwC Advisory Services LLC, 2018, 2019). However, advertisers are struggling with understanding consumers’ ...