Children Using Social Media to Connect with Others and With Consumer Brands

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Author(s): Katharine Jones (AUT University, New Zealand)and Mark S. Glynn (AUT University, New Zealand)
Copyright: 2017
Pages: 16
Source title: Smart Technology Applications in Business Environments
Source Author(s)/Editor(s): Tomayess Issa (Curtin University, Australia), Piet Kommers (University of Twente, The Netherlands), Theodora Issa (Curtin University, Australia), Pedro Isaías (Portuguese Open University, Portugal)and Touma B. Issa (Murdoch University, Australia)
DOI: 10.4018/978-1-5225-2492-2.ch010

Keywords: Artificial Intelligence / Business Information Systems / Business Science Reference / Computer Science & IT

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Abstract

Children's use of social media affects their interactions with consumer brands. Because children's social media use is a part of people's increasing use of social platforms to communicate and share content with each other, it is important to understand how children are using such platforms as sources of market-related information. This is because children's socialisation as consumers depends upon their accessing a range of market-related information sources, and social media platforms are envisaged to facilitate such access. Children's interactions with consumer brands are governed by interaction processes, and such processes shape the relationships that children may form with brands. Understanding these interaction processes will provide insights for parents, educators, and business marketers seeking information as to how the next generation of consumers use social media for market-related activities.

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Children Using Social Media to Connect with Others and With Consumer Brands

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