ABSTRACT

This is a review of four articles published in the JGSMS 2019 special issue on Marketing Management in International Contexts. All papers published in this special issue were peer-reviewed, with oversight from the authors of this document in the role of Guest Editors. Three articles examine aspects of digital communication influences on behavior and attitudes, while one studies consumer preferences in the context of differing cultural and technological backgrounds. Generational cohorts and cultural clusters are examined through these studies. Overall, the articles in this special issue contribute to our knowledge of how younger persons use and are shaped by the digital world they have been born into, but also to the persistence of underlying cultures.

摘要

这是对JGSMS 2019年国际问题营销管理专刊中发表的四篇文章的评论。本期特刊上发表的所有论文均经过同行评审，并由来宾编辑担任该文档作者的监督。三篇文章探讨了数字通信对行为和态度的影响，而另一篇则研究了在不同文化和技术背景下的消费者偏好。通过这些研究检查了世代队列和文化集群。总体而言，本期特刊中的文章有助于我们了解年轻人的使用方式以及他们所生于的数字世界的塑造方式，也有助于基础文化的持久性。