Research
September 25, 2014
Marketers should embrace the Hashtag Nation
By Jen King
To create a lasting impression and build loyalty amongst younger consumers, marketers no longer need to tout “youth values,” according to a new survey by Havas Worldwide.
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","iv":"6b60f408201f9beebc03dfcd598f008a","s":"9beb255697af456e"}
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