Santos, Martim Coutinho dosSilva, Susana Costa e2018-07-172018-07-172013Santos, M. C., Silva, S. C. (2013). The 3 C’s model of millennials brand awareness. Working Papers: Management. N.º 2, 13 p.http://hdl.handle.net/10400.14/25207With numbers estimated as high as 70 million, Generation Y (also known as the Millennials) is the fastest growing segment of today’s workforce. But they are also demanding consumers with characteristics firms ought to understand for better capture the value they may also be able to provide. This paper aims at understanding better what the millennials profile is in terms of buying behaviour and proposes a model for the development of millennial digital marketing strategies that can be useful both, to firms and academics, to anchor more efficient marketing strategies.engMillennialsGeneration YGenerational cohortDigital marketingSegmentationworking paper