Social media as a consumer socialization agent for adolescents and adolescents' purchase intention between the ages of 11-15

Adolescents possess an important role as a consumer in the market by making their own purchases and effecting parental purchase decisions . Researchers pay attention on adolescents consuming tendencies and define the socialization agents as peers, school, media and parents. Social Media is taking an important role in adolescents life in the paralel of increase in internet usage . Social Media is in the tendency of being a socialization agent . In this study, Social Media is being kept as a socialization agent for adolescents. The purpose of this study is to share the findings of an exploratory study conducted to determine the role of Social Media as a consumer socialization agent and family purchase decision impact of adolescents between the ages of 11-15 in Istanbul. The results of the survey gives us gender, parental demographical characteristics, school type, age and Social Media membership has a significant effect on adolescents consumer socialization and purchase behaviour.