Putting a ring on it, using digital influence to win the hearts of teens

In this essay, Caryl Heah argues that teenagers are the most non-committal consumers. In order to influence them, it is essential to gain their respect and trust by actively demonstrating you are interested in them and understand them.

Putting a ring on it: Using digital influence to win the hearts of teens

Caryl Heah

In her hit single 'Single Ladies', Beyonce says, "if you liked it then you should have put a ring on it". If only it was that simple. For decades, brands have been trying...

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