Co-creating Sustainable Buying Behavior Among Generation Z Consumers: The Role of Earned Media

  1. Kokkinopoulou, E.
  2. Papasolomou, I.
  3. Vrontis, D.
  4. Porcu, L.
Proceedings:
Springer Proceedings in Business and Economics

ISSN: 2198-7254,  2198-7246

ISBN: 9783031584282

Year of publication: 2024

Marketing Solutions to the Challenges of a VUCA Environment - Proceedings of the 2023 GMA-GAMMA Joint Symposium, 2023

Pages: 123-143

Type: Conference paper

DOI: 10.1007/978-3-031-58429-9_8 GOOGLE SCHOLAR
Data source: Scopus