News
GCAP3115 Children as Consumers: Marketing to the Youth: Instructor' s Publication
Prof. Kara Chan of Department of Communication Studies of the School of Communication has published a paper on “Attributes of young adults’ favorite retail shops: a qualitative study” in the academic journal, Young Consumers. The study aims at investigating the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the marketing mix were used as a framework to shed insights for marketing strategies.
Chan, K. and Li, Q. (2022), "Attributes of young adults’ favorite retail shops: a qualitative study", Young Consumers, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/YC-01-2022-1442
Students taking the course "GCAP3115 Children as Consumers: Marketing to the Youth" in the academic year of 2020/21 participated in the data collection.