Social Media Advertisements and Millennials: An Analysis of the Influences on Consuming Behavior

<a href="https://embed.stanford.edu/iframe/?url=https%3A%2F%2Fpurl.stanford.edu%2Ftn331sr6734" class="su-underline">Show Content</a>

Abstract/Contents

Abstract: This paper investigates how advertisements through social media platforms affect the purchasing behaviors of millennial consumers. As social media become even more integrated into daily life, it is becoming harder to avoid the subtle influences stemming from our screens. In addition, because the millennial demographic spends more time online than any other age group, they are a prime focus group for companies to target. This paper aims to consolidate and analyze current literature in psychology, marketing, and sociology regarding Millennials’ spending habits and preferences. Furthermore, it explores how their relationship with smartphones affects how brands can influence them online. By being aware of these relationships and factors, Millennials can have stronger autonomy in their buying behavior and prevent companies from subtly controlling their individual preferences.

Type of resource	text
Date created	March 2, 2018

Author	Keel, Jisoo
Advisor	Hamilton, James, 1961-
Degree granting institution	Stanford University, Department of Communication

Subject	Millennials
Subject	consumer behavior
Subject	advertisements
Subject	social media
Subject	smartphones
Subject	influence
Subject	uses & gratification theory
Subject	social cognition
Subject	social comparison theory
Subject	mere exposure effect
Subject	status
Subject	group norms
Subject	Stanford University Department of Communication
Genre	Thesis

Location	https://purl.stanford.edu/tn331sr6734

Use and reproduction: User agrees that, where applicable, content will not be used to identify or to otherwise infringe the privacy or confidentiality rights of individuals. Content distributed via the Stanford Digital Repository may be subject to additional license and use restrictions applied by the depositor.
License: This work is licensed under a Creative Commons Attribution Non Commercial No Derivatives 3.0 Unported license (CC BY-NC-ND).

Preferred Citation: Keel, Jisoo. (2018). Social Media Advertisements and Millennials: An Analysis of the Influences on Consuming Behavior. Stanford Digital Repository. Available at: https://purl.stanford.edu/tn331sr6734

Masters Theses in Media Studies, Department of Communication, Stanford University

Loading usage metrics...