Impact of Social Media on Children

Abstract

As technology advances and virtual experiences become more prevalent, individuals are spending an increasing amount of time consuming online content. This phenomenon is particularly evident among today's children, who are born into a digital world where communication technology and the internet are readily accessible. This exploratory study aims to comprehend children's social media behavior and their motivations for sharing their consumption patterns and brand experiences through social media. The study delves into the most commonly used social media platforms by children and reveals that the online content consumed by children significantly influences their purchasing decisions. This influence can lead to tangible marketing outcomes, such as heightened demand for trending products and the emergence of new products and services. These findings suggest that brand managers would benefit from identifying the social media platforms utilized by this demographic. Moreover, they should create branded content that aligns with children's motivations, such as entertainment, seeking popularity, and the desire to create memorable experiences. Additionally, brand managers can encourage children to actively document their brand experiences by implementing challenges or providing incentives. In summary, as children increasingly engage with virtual technology, their consumption of online content plays a pivotal role in shaping their purchasing behavior. By understanding children's social media habits, brands can strategically leverage these platforms, develop engaging branded content, and foster positive brand experiences that resonate with this demographic.