Effective Engagement of Digital Natives in the Ever-Transforming Digital World

Abstract

The whole business world is undergoing continuous transformation due to the innovations taking place in the business process and models as part of digital transformation. Earlier worries about ‘digital disruptions’ are not annoying anyone anymore and everyone is in a race to leverage the changes and opportunities of digital technologies at their best for the benefit of their organization and people. The percentage of ‘digital natives’ among various groups of stakeholders such as consumers, employees, and so on is showing a phenomenal increase and poses a greater challenge to the business organizations in terms of building loyalty and commitment among the people concerned. The intention, behavior, and involvement of digital natives in digital platforms and their use are characteristically different from others such as ‘digital immigrants’ or mere ‘digital literates.’ This chapter attempts to throw some light on how to manage digital natives both as internal and external stakeholders of the business. The authors elaborate on various ways and means, including the extent of application of the advantages of social media, for engaging digital natives both as a consumer and as an employee. Skills and abilities needed for employees to make a successful digital transition are also narrated.