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RESEARCH PRODUCT

Social Media Marketing For Adolescents

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This article identifies the family traits that characterize adolescents who use social media. Firms exploit information on traits to tailor their strategies to better target their marketing messages. Firms should capitalize on the fact that active communication with consumers improves their relationships with customers. They need to be aware of possible changes in consumers’ behavior patterns to ensure that they are catering to consumers’ interests and demands. This study used qualitative comparative analysis to examine consumers’ use of social media.