Teenagers and Social Media: The Effect of Personality, Brand Loyalty and Peer Group Pressure (Conference presentation)

Vlachopoulou, E./ Boutsouki, C./ Chatzithomas, L./ Bλαχοπούλου, Έλλη/ Μπουτσούκη, Χριστίνα/ Χατζηθωμάς, Λ.


The advent of Social Media has changed the way teenagers communicate with each other. Teenagers enjoy sharing their personal details, interests and hobbies, which helps marketers to build more personalized and targeted campaigns. The purpose of this paper is to explore the relationship between the personal characteristics of a teenager, such as personality, brand loyalty and peer group pressure and his Social Media usage. Design/methodology/approach – A convenience sample of 218 Greek students (12-14 years old) was recruited to participate in the study. Students who are profile owners to at least one of the two Social Networking Sites, Facebook or Google+, were asked to complete an online questionnaire, which included questions regarding their social media usage, their personality’s characteristics, and the level of their brand loyalty and peer group pressure. Findings – Facebook usage is high among Greek teenagers as almost everybody, 94%, has a profile on Facebook. The main reason for Social Media usage is communication with peers. Moreover, there is a positive relationship between Facebook usage and teenager’s personality, brand loyalty and peer group pressure.Originality/value – Previous research has explored the Facebook usage among college students and adults. This study seeks to examine the Facebook level of use among teenagers.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Social networking sites;Teenagers;Personality;Brand loyalty;Peer group pressure;Ιστοσελίδες κοινωνικής δικτύωσης;Έφηβοι;Προσωπικότητα;Αφοσίωση στη μάρκα;Πίεση ομότιμων ομάδων
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
URI: http://195.251.240.227/jspui/handle/123456789/1249
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Item type: conferenceItem
Submission Date: 2016-06-13T08:38:23Z
Item language: en
Item access scheme: free
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Publication date: 2012-06
Bibliographic citation: Vlachopoulou, E., Boutsouki, C. & Chatzithomas, L., 2012, 'Teenagers and Social Media: The Effect of Personality, Brand Loyalty and Peer Group Pressure', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 434-439
Abstract: The advent of Social Media has changed the way teenagers communicate with each other. Teenagers enjoy sharing their personal details, interests and hobbies, which helps marketers to build more personalized and targeted campaigns. The purpose of this paper is to explore the relationship between the personal characteristics of a teenager, such as personality, brand loyalty and peer group pressure and his Social Media usage. Design/methodology/approach – A convenience sample of 218 Greek students (12-14 years old) was recruited to participate in the study. Students who are profile owners to at least one of the two Social Networking Sites, Facebook or Google+, were asked to complete an online questionnaire, which included questions regarding their social media usage, their personality’s characteristics, and the level of their brand loyalty and peer group pressure. Findings – Facebook usage is high among Greek teenagers as almost everybody, 94%, has a profile on Facebook. The main reason for Social Media usage is communication with peers. Moreover, there is a positive relationship between Facebook usage and teenager’s personality, brand loyalty and peer group pressure.Originality/value – Previous research has explored the Facebook usage among college students and adults. This study seeks to examine the Facebook level of use among teenagers.
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Conference name: International Conference on Contemporary Marketing Issues (ICCMI)
Type of the conference item: full paper
Appears in Collections:ICCMI (2012)

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