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How do Adolescents Feel about Social Media Marketing and its influence on them?
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The study has its roots in Marketing on social media. We wanted to study how the ones at the receiving end of marketing react towards it and how they feel about the phenomenon. We chose this topic because we both had a big interest in this area as it's still quite new and are missing a lot of research. We chose to focus this study on young people because of their interest in social Medias.

The study took a hermeneutic approach and during the study we interviewed 10 persons who all are relatively young. We made it this way because we felt it was the only way go get the deep answers that we wanted to get. If we had chosen a quantitative approach (instead of the qualitative we did) we would have ended up with a lot of numbers, but not really deep thoughts and feelings about social media marketing.

We started our theory chapter with an explanation of digital marketing in general in order to give the reader some basic knowledge. After that we discussed how adolescents might use social media, why social media marketing is important, how social media marketing can influence consumers and finally some problems with social media marketing. We found, among others things, that previous research showed that adolescents tend to trust social media marketing more than the traditional ones and that a big reason for the growth of social media marketing are the electronic Word of Mouth.

During the empirical part of our thesis we are discussing the fact that our respondents really doesn't seem to agree on the fact that adolescents are trusting social media marketing more than traditional marketing. Our respondents seemed to think that it was the other way around and that was very interesting for us. We also found out that almost everyone seemed to think that interactions with companies were a very big part for the companies to succeed with their marketing on social media. They meant that consumers need to feel included and that companies need to work with this.

Our results from this study shows that marketing with an emotional message is of bigger importance on social media than marketers actually are realizing. We also found that trust is something that marketers really need to work with. At the moment, almost no one thought that they trusted social media marketing as much as traditional marketing, and that means that the big advantage of social media marketing (the availability to reach a lot of people very easy) are lost, as no one really trusts the marketing either way. We also found that Electronic Word of Mouth is really important, but that marketers that are marketing some products (like alcohol) shouldn't trust it to much as it can backfire.

Place, publisher, year, edition, pages
2017. , p. 34
Keywords [en]
Digital marketing, social media marketing, consumer behavior
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-11237Local ID: EXC504OAI: oai:DiVA.org:hv-11237DiVA, id: diva2:1127361
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2017-07-19 Created: 2017-07-14 Last updated: 2017-07-19Bibliographically approved

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