The influence of social media in terms of teenagers' brand choices: A research on a private school students

Globalization worldwide and the speed of digital technology today has eliminated the boundaries of time and place with the access to information at the speed of light. The instantaneous access to information has changed our cultures, our ways of life, our values, our daily habits and our behaviors. The immediate access to information has had major effects and unquestionably will continue to affects our everyday lives. These results can be seen in consumption ramifications as well. The consumption craze has been ignited and is spreading with full force via the internet social media marketing. It is now possible to track consumers spending habits and tendencies by the creation of electronic/digital footprints. These digital footprints are being used by major brands to promote their products. The youth of generation "Z" born into this digital era are affected in their everyday lives by social media and the internet; they can access their daily necessities through social media adverts. For this reason, brands have set their target market on todays youth and continue to increase their social media marketing. The purpose of this study is to understand effects that social media marketing has on brand preferences, brand purchasing decisions and consumer behavior processes. In this study the connection between the internet, social media, consumption, the emergence of brand concepts, development and the effect it has on todays youth and like topics have been explored. To better understand the existence and degree of social media marketing 40 private high school students have voluntarily participated in our research studies. The study displays that todays youth brand preferences are directly affected by social media marketing.