Young Peoples' Relationships with Online Marketing Practices: An Intrusion Too Far?

Grant, Ian

doi:10.1362/0267257054307417

Cited by 53 publications

(51 citation statements)

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“…However, there is a distinct lack of academic research on the subject (Beer, 2008) and more specifically, there is a meagre body of empirical research pertaining to an exploration of the possible application of U and G in an online context. Examples include Grant's (2005) study of young people's relationship with online marketing, and Raacke and Bonds- Raacke's (2008) application of U and G in the context of SNSs. Ruggiero (2000) posits that two questions, both theoretical and practical, prevail for all U and G researchers.…”

Section: Resultsmentioning

confidence: 99%

“…A qualitative approach had previously been used across a selection of media and/or advertising U and G studies by Grant and O'Donohoe (2007), Grant (2005), Ritson and Elliott (1999) and O'Donohoe (1994). Each group in this study comprised three to five participants.…”

Section: Methodsmentioning

confidence: 99%

“…Notwithstanding these criticisms, researchers such as Rubin (2002) and Ruggiero (2000) note that the emergence of new media forms and in particular, the internet, may have revived and indeed rejuvenated U and G theory. The internet as a mass media form especially lends itself to a U and G approach, in part due to its interactive nature (Grant, 2005;Rubin, 2002;Ruggiero, 2000). In this respect, Ruggiero (2000) identifies that concepts to be considered in an internet context, such as activity and interactivity, the nature of the online audience and asynchroneity (the storing of information for consumption at another point in time) need to be reassessed.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Young people's use of online social networking sites – a uses and gratifications perspective

Dunne

Lawlor

Rowley

2010

Journal of Research in Interactive Marketing

363

219

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Purpose -The purpose of this paper is to explore why young people use and participate in social networking sites (SNSs) with specific reference to Bebo. Design/methodology/approach -A qualitative approach is employed in this paper with a view to exploring the uses and gratifications (U and G) that girls aged 12-14 years, both seek and obtain from the Bebo SNS. The research is conducted in a school setting in Ireland. Findings -The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain identity and persona in a social context. Furthermore, the relatively impersonal nature of the online environment is seen to especially facilitate the young participants in negotiating the practicalities and difficulties that can arise offline, in terms of forging identities and managing relationships. Originality/value -U and G theory has attracted criticism in terms of a perceived limitation that it only serves to offer lists of reasons as to why audiences attend to the media, and furthermore, a perception that much of the extant U and G research has desisted from discerning between gratifications sought (GS) and gratifications obtained (GO). This paper affirms the appropriateness of the U and G theoretical approach in the context of online research. The authors conclude that SNS such as Bebo facilitate the participants in this paper in executing personal aims (for example, identity creation and management) with a view to obtaining certain gratifications (for example, peer acceptance). Therefore, a clear distinction but inextricable link is demonstrated between the GS and GO from participating in SNS.

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Section: Resultsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Young people's use of online social networking sites – a uses and gratifications perspective

Dunne

Lawlor

Rowley

2010

Journal of Research in Interactive Marketing

363

219

View full text Add to dashboard Cite

show abstract

“…In recent years, a number of researchers have called for the application of uses and gratifications theory in the context of new media, such as the internet and mobile phones (Grant 2005, p. 112; Grant & O'Donohoe 2007, p. 225). This theory rather than place emphasis on the media puts more emphasis on the consumers whose choices of the media to use is determined by the gratifications they derive from it.…”

Section: Theoretical Leaning: Uses and Gratifications Theorymentioning

confidence: 99%

Social Networking Sites and Sexual Behaviour of Students of Tertiary Institutions in Kogi State, Nigeria

2017

Dec. 4-6, 2017 London (UK) ICEEET-2017, ICABES-2017, ICCATE-2017, ICLSSE-17 &Amp; LBMCSR-2017

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“…Nesse sentido, o entretenimento é reconhecido como uma das gratificações mais importantes para os adolescentes no uso de Internet e de tecnologias em geral (Grant, 2005;Grant e O'Donohoe, 2007). Neste estudo, todos os meninos afirmaram que jogam jogos eletrônicos e vários deles relataram jogar várias horas por dia.…”

Section: Entretenimentounclassified

Mídias sociais e adolescentes: uma análise das consequências ambivalentes e das estratégias de consumo

Barcelos¹,

Rossi²

2014

BASE

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RESUMOOs jovens de hoje vêm adotando entusiasticamente as mídias sociais em função da conectividade e das facilidades para gerenciamento de relacionamentos com os amigos. Entretanto, o desenvolvimento de ações de marketing direcionadas a esse público tem sido prejudicado muitas vezes pela compreensão limitada de como eles realmente adotam e diferenciam mídias sociais e de quais são as consequências sobre suas vidas. Essa limitação decorre em parte de uma carência na literatura de relatos dos próprios adolescentes sobre suas práticas e de uma perspectiva frequentemente paternalística sobre os impactos do uso das mídias (Cook, 2008;Mason et al., 2011). A fim de suprir essa carência, este trabalho assume que as mídias sociais portam paradoxos de tecnologia (Mick e Fournier, 1998) e, por isso, os jovens desenvolvem estratégias comportamentais para lidar com as consequências ambivalentes do seu uso e, ao mesmo tempo, obter os benefícios desejados. A partir da análise de grupos focais e entrevistas em profundidade com 50 adolescentes, propõe-se um modelo conceitual de dualidades positivas e negativas do uso das mídias sociais para os jovens, que são balanceadas por quatro comportamentos de seleção e diferenciação de mídias. Por meio desses comportamentos, os adolescentes obtêm os benefícios desejados com as mídias ao mesmo tempo em que restringem o esforço necessário no uso delas. Por fim, são discutidas as implicações de marketing dessas estratégias comportamentais, defendendo-se a sua contribuição para o planejamento de ações de marketing de relacionamento e de comunicação das empresas direcionadas aos jovens nas mídias sociais.Palavras-chave: adolescentes, marketing, mídias sociais. ABSTRACTToday's young people continue to embrace social media as a means of achieving connectedness and managing relationships with their friends. However, the development of marketing initiatives aimed at this demographic group has often been hindered by a limited understanding of how young people actually differentiate between the media they use and of the effects which social media have on their lives. This limitation is due in part to a lack in the existing literature of accounts from adolescents themselves about their habits, and to a frequently paternalistic view of the impact of social media (Cook, 2008;Mason et al., 2011). The present paper aims to make up for this shortcoming, proceeding from the assumption that social media present a number of technological paradoxes (Mick and Fournier, 1998), and that as a result young people develop behavioral strategies both to deal with the ambivalent consequences of their

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Young Peoples' Relationships with Online Marketing Practices: An Intrusion Too Far?

Cited by 53 publications

References 0 publications

Young people's use of online social networking sites – a uses and gratifications perspective

Young people's use of online social networking sites – a uses and gratifications perspective

Social Networking Sites and Sexual Behaviour of Students of Tertiary Institutions in Kogi State, Nigeria

Mídias sociais e adolescentes: uma análise das consequências ambivalentes e das estratégias de consumo

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