Students’ attitudes toward value-driven digital marketing

Value-driven marketing has a goal to create a deep and meaningful value, not only in customers' business but also in customers' lives by appealing to their personal values and ethics. With the rise of a new wave of technology that enables interaction between individuals and groups, customers have become well informed about brands and their products, as well as their social responsibility. The aim of the research conducted among Millennials and Generation Z students on the Algebra University College was to examine how unprecedented access to information, social media and the rise of Marketing 3.0 has changed their minds and expectations about brands and whether they choose companies that care about the same causes they care about. In this paper, their views on the value-based advertising and efficacy of digital marketing efforts will be presented.