Digital Marketing of Cotton to Generation Y College Students

Purpose - Gen Y college students have emerged as a profit-able consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital market-ing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This re-search examined the effect of digital marketing on Gen Y col-lege students'perceptions, attitudes and purchase intentions to-ward cotton clothing compared to that of conventional print mar-keting and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large uni-versity in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase in-tentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, market-ers should consider a digital marketing strategy to promote their products and services.