Youth marketing to digital natives

Contents: Introduction to youth marketing to digital natives -- 1. Why youth culture beats age segmentation when it comes to marketing to young consumers -- 2. From age segmentation to "segmenculture": Introducing a new segmentation method based on the youth culture criterion -- 3. How do youth become consumers? Exploring consumer socialization from childhood to youthhood -- 4. Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market -- 5. Consumption, brands, co-creation, and empowerment in youth cultures: How can businesses capture the creative potential of digital natives? -- 6. Digital natives and social media use in youth cultures: What should brands know about blogging? -- 7. Advertising to digital natives: A hybrid and disruptive way to communicate -- 8. How are brands designing attractive customer experiences to connect with digital natives? -- 9. How to study youth consumption cultures: Towards immersive market research tools -- 10. Are digital natives eco-friendly consumers? -- Conclusion.