IMPACT ON TEENS OF SOCIAL MEDIA MARKETING

Abstract

Adolescents' exposure to social media marketing has far-reaching effects on their emotional, social, and behavioral maturation. In this abstract, we will try to compile the most important results from different research on the topic. Because of the strong interaction rates among this cohort, social media marketing campaigns heavily target teenagers, whose use of these platforms has grown ubiquitous in their daily lives. We may classify the effects of social media marketing on teens into three main areas: changes in consumer behavior, social dynamics, and psychological consequences. The psychological effects of being exposed to social media advertisements may be both beneficial and detrimental. On the plus side, adolescent viewers of positive and inclusive media may feel more connected to themselves and others. On the flip side, problems like anxiety, sadness, and body image dissatisfaction can get worse when people are exposed to lifestyle marketing and idealized images. Many people develop an inaccurate view of themselves and poor self-esteem as a result of their chronic comparison with influential people and peers. Teens' brand loyalty and purchase decisions are heavily impacted by social media marketing. Ads that are both visually appealing and interactive, like those including endorsements from influential people, are great at capturing the attention of teenagers and changing their choices. Impulsive purchases and brand loyalty influenced by social media trends and peer pressure are more common among this age group. The ubiquitous nature of social media marketing has an impact on the connections and interactions that youngsters have with one another. Social validation methods like likes, shares, and comments are frequently used in marketing efforts. These tools have the power to change social dynamics by highlighting online popularity and visibility. Cyberbullying and social isolation are two bad consequences that might result from this, whereas improved social skills and networking possibilities are two beneficial results. To sum up, corporations have a lot of power in social media marketing to reach teens, but there are serious worries that it might have a detrimental effect on their emotional well-being, spending habits, and relationships with others.