2019 | OriginalPaper | Chapter
Investigating the Tech-Savvy Consumer: An Abstract
Author : Esther Swilley
Published in: Finding New Ways to Engage and Satisfy Global Customers
Publisher: Springer International Publishing
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Abstract
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Are tech-savvy consumers, who are more knowledgeable about technology and consider themselves as tech-savvy individuals, more likely to be opinion leaders?
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What are the characteristics of tech-savvy consumers?
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How can marketers identify these individuals and understand their roles?