DARTMOUTH – University of Massachusetts Dartmouth’s Center for Marketing Research has launched a white paper series sponsored by BayCoast Bank, the university announced last week.
The series will consist of three research articles per year that will examine social media habits of Fortune 500 companies and industrials, as well as topical studies. It will be called the BayCoast Bank White Paper Series.
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The first report from the series has been published and focuses on privacy concerns of those aged 18 and 23 years old, the undergraduate population of Generation Z. The study found that the privacy concerns of Generation Z were particularly high but that Gen Zers still utilized technologies available to them despite this.
“Because Gen Z is estimated to comprise the largest segment of the U.S. population, the Center for Marketing Research aims to track their behavior throughout the upcoming years, featuring the findings in BayCoast Bank’s White Paper Series,” stated Shannen Pavao, UMass Dartmouth alumna, associate director of the Center for Marketing Research and who co-authored the first report with Nadia Khalil from the London School of Economics.
Work will be primarily conducted by graduate and undergraduate marketing students.
