From insight to instrument: creating the smart consumer scale for generational analysis

This academic poster, presented at La Noche Europea de l@s Investigador@s, introduces the Smart Consumer Scale (SCS), a validated tool developed through Delphi methodology and factor analysis. It captures the behaviors of digital consumers, especially Generations Y and Z, across eight dimensions, including Smart Technology Adopters, Social Media Experts, and E-servicescapes etc. The research highlights how these traits influence online engagement and identity management, offering valuable insights for both scholars and marketers aiming to navigate the digital landscape. The SCS enables more precise targeting and personalized strategies in digital marketing and consumer research.