Social media has become a habit for most adolescents, but researchers believe there is still more to be discovered in how to communicate and sell to children 14-16 using social media. Researchers Alicia Mas-Tur, Ana Tur-Porcar and Anna Llorca from the University of Valencia found that studying adolescents’ social media behavior was imperative in determining new consumer behavior online.
The study found that the biggest benefit for a company to have a social media presence is the ability to collect information from a large number of customers, many more than ever before. The study found that consumers value a relationship not only between company and consumer, but between consumer and consumer.
Researchers found that through social media, the company can interact with the consumer and consumers can interact with each other. This vital aspect can sway a firm or company’s influence because of the extensive information accessible to consumers.
Find the original article here: http://onlinelibrary.wiley.com/doi/10.1002/mar.20947/abstract
To read the full text of the study: Mas-Tur, A., Tur-Porcar, A. and Llorca, A. (2016), Social Media Marketing For Adolescents. Psychol. Mark., 33: 1119–1125. doi:10.1002/mar.20947