Title:	HOW CHILDREN USE SOCIAL MEDIA FOR BRAND INTERACTIONS
Author(s):	Katharine Jones, Mark Glynn
ISBN:	978-989-8533-46-3
Editors:	Piet Kommers, Tomayess Issa, Theodora Issa, Mário Dantas, Cristiano Costa and Pedro Isaías
Year:	2015
Edition:	Single
Keywords:	Children, brands, interaction, social media, processes, future consumers.
Type:	Full Paper
First Page:	35
Last Page:	43
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	This research explores children’s use of social media and their interactions with consumer brands. Social media platforms are showing massive, global growth in the numbers of people using such platforms to communicate with each other. Such communication exchanges offer opportunities for brands to participate. Based in an interactionist perspective, this study used thematic analysis to code children’s qualitative interview data for major themes relating to their use of social media for brand interactions. This research reveals that eleven to fourteen year old children use processes when interacting with consumer brands on social media. Such processes consist of three parent conditions with two smaller interaction conditions attached. The combinations of interaction conditions explain how children are interacting with consumer brands on social media. These findings have theoretical value for academic marketing scholars in the emerging area of children’s social media use. These findings offer insights for parents and educators to understand aspects of children’s social media use in relation to their usage of market-related information.
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