search query: @indexterm YOUTH CULTURE / total: 22
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| Author: | Grant, I. C. |
| Title: | Young peoples' relationships with online marketing practices: an intrusion too far? |
| Journal: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 607-623 |
| Index terms: | Commercialization Digital technology Focus groups Internet Questionnaires Youth culture |
| Language: | eng |
| Abstract: | This study examines young peoples' relationships with new digital and more traditional forms of media. The everyday lives of older adolescent teenagers, aged 13-17, were studied. The results from self-completion questionnaires combined with mini focus groups suggest that the internet was used for a diverse range of motivations, one the least powerful being commercial contact. Marketing practitioners try to harness digital media for targeted communication, whereas young people use it for non-commercial purposes. |
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