Le marketing d'influence / Influence Marketing [Michael Haenlein]

A firm that wants to bring a marketing presence across to younger consumers these days is facing a set of very unique Challenges, and the reason for this is that consumers who are born after 1995, so those younger than 25 years, which are generally referred to as Generation Z, have media consumption patterns that are fundamentally different to, well, let's say people of my generation. [...]