How do digital natives perceive and react toward online advertising? Implications for SMEs

Advertising was once touted as a ‘big boys’ marketing tool, but the advent of the Internet has led to the emergence of online advertising, which has benefitted marketing organizations of all sizes, especially small and medium enterprises (SMEs), for 20 years since the new millennium. However, the emergence and proliferation of digital natives as a new generation of consumers necessitate further research to ensure the continued attractiveness,...