Understanding pre-teen consumers social media engagement

LICHY, J, MCLEAY, F, BURDFIELD, C and MATTHIAS, Olga (2022). Understanding pre-teen consumers social media engagement. International Journal of Consumer Studies.

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Official URL: https://onlinelibrary.wiley.com/doi/full/10.1111/i...
Open Access URL: https://onlinelibrary.wiley.com/doi/epdf/10.1111/i... (Published version)
Link to published version:: https://doi.org/10.1111/ijcs.12821
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    Social media (SM) platforms are frequently used by pre-teen (8–12-year old) consumers for curating their self-identity, developing social relationships and for learning. This paper identifies the building blocks that drive pre-teen SM engagement. We use the Gioia method to analyse interview data collected from 32 pre-teens and parents, in France. Findings show that the primary building blocks are FoMO (Fear of Missing Out) and social inclusive experience, being noticed online, multiplicity, excessive use (without guidelines) and self-regulation. Identity constructs (self-identity and social-identity) are used to explain SM engagement – and to empirically define core conceptual building blocks (aggregate dimensions) that drive SM engagement. We contribute to consumer theory by developing a holistic research framework to examine pre-teen SM engagement. Self-identity and social-identity theories help explain the factors that drive pre-teen SM engagement and explain push/pull influences of parents and schools in encouraging or discouraging certain behaviour. We build on current research into SM usage, drawing from the fragmented existing literature, to reveal causes of both excessive screen-time and SM usage among pre-teen consumers, which may indicate antecedents of future adult behaviour. Practical and regulatory policy issues are considered and addressed.

    Item Type: Article
    Uncontrolled Keywords: parent; pre-teen interface; pre-teens (8-12-year olds); school; pre-teen interface; self-identity; Social media; social-identity; 1505 Marketing
    Identification Number: https://doi.org/10.1111/ijcs.12821
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 21 Jun 2022 14:18
    Last Modified: 21 Jun 2022 14:18
    URI: https://shura.shu.ac.uk/id/eprint/30361

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