Marketing to Teenagers on Social Networking Sites Dissertation

Marketing to Teenagers on Social Networking Sites - Dissertation Example 2.0. Literature review Contrary to popular belief, not all teenagers participate in social media (Berman & Amy 2001, p. 3). The proliferation of the media in recent times however has ensured that although not all teens are networked at the same time, there is at least a sizeable population that is at a given time (Ito 2007, pp, 6). Marketers are aware that some teenagers do not participate in social media because they are either disenfranchised or simply choose to object with the popular notion. These numbers are not as large and therefore marketers concentrate on those who actually take part. Parents were cited as the major hindrance to those teens that do not frequent social media (Lenhart 2007, pp. 15). Objectors are those who are politically opinionated and have personal reasons that make them detest social media. Segmentation in the social media cannot be dependent on race or social class. Research that was done by Boyd (2007, p. 3) indicates that poor black teenagers or from other minority groups have the same capability of accessing and utilizing social media as do white teenagers from wealthier backgrounds in the United States. The only difference is the length at which they stay in the media (Sundà ©n 2003, p. 75). Those who access it in school are likely to have short access spans which mean that their involvement is primary or just as an asynchronous tool of communication. Those form richer backgrounds are however likely to have nighttime access which means that they have more time to modify their profiles.