Scribd
Upload
9 views

Chapter 1

This study aims to examine how media and marketing tactics affect teenagers' purchasing behaviors. Specifically, it will investigate how exposure to advertising through different media channels like TV, social media, and online videos impacts teenagers' decision making. It will also explore the connection between idealized body images in ads and teenagers' self esteem and body image. Additionally, it will look at how brand choices and purchases vary depending on frequency and timing of exposure to marketing messages. The findings intend to provide useful information for marketers, parents, researchers and more to better understand social media marketing's influence and help stakeholders make informed decisions.

Uploaded by

keithamisredillas
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
9 views

Chapter 1

This study aims to examine how media and marketing tactics affect teenagers' purchasing behaviors. Specifically, it will investigate how exposure to advertising through different media channels like TV, social media, and online videos impacts teenagers' decision making. It will also explore the connection between idealized body images in ads and teenagers' self esteem and body image. Additionally, it will look at how brand choices and purchases vary depending on frequency and timing of exposure to marketing messages. The findings intend to provide useful information for marketers, parents, researchers and more to better understand social media marketing's influence and help stakeholders make informed decisions.

Uploaded by

keithamisredillas
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Chapter 1

INTRODUCTION

Background of the Study

The influence of social media marketing on teenagers purchasing behavior has

become a significant topic of discussion in recent years. With the rise of social media

platforms and targeted advertising, companies have more opportunities than ever to each

and impact teenage consumers.

Marketing strategies, such as product placements, influencer endorsements, and targeted

advertisements, have a powerful impact on teens purchasing behavior and tendency to

prioritize material possessions.

Statement of the Problem

The intent of this study is to look into how media and marketing tactics affects

teenagers. Adolescents today are exposed to wide range of marketing messages and

media content, which might have an effect on their preferences, actions, and decision-

making processes.

1. How does exposure to various advertising mediums (such as television, social

media, and internet video ads) affect teenagers decision-making regarding

purchases?

2. What connection exists between how idealized body images are portrayed in

media commercials and how self-steem and body image are perceived by

teenagers?
3. How do teenagers brand choices and purchase behavior alter depending on when

and how often they are exposed to marketing messages through various media

channels?

Scope and Limitation

Significance of the Study

This study aimed to provide valuable information on the influence of social media

marketing on teens purchasing behavior

For the marketers and businesses, businesses and marketers could change their

strategy to successfully attract and engage this audience by learning how social media

marketing influences teens' purchasing decisions. Businesses can improve their

advertising and product placement strategies to appeal to a teenage audience by

having a better understanding of the elements that affect teenagers' purchasing

decisions.

For the academic and research communities, this study provides a framework for

additional research and studies on the evolution of marketing and its impact on

various demographic groups, especially youth, for the academic and research

communities. Creating a body of information and data that can be utilized to create

hypotheses, frameworks, and models about consumer behavior in the context of

social media marketing.


For the parents and guardians, parents and guardians can learn more about the

extent to which social media marketing influences their children's purchase decisions.

With this information, parents may have informed conversations with their teenagers

about the impact of marketing and help them develop wise financial practices. With

knowledge of the effects of social media marketing, parents and guardians can advise

and teach their teenagers about wise consumption decisions and how to distinguish

between marketing gimmicks and real demands.

Overall, the study helps consumers make better decisions, including parents,

marketers, company owners, and academic researchers, by expanding awareness of

the relationships between social media marketing and teens' purchase behavior.

You might also like