The DOI matches its Crossref record.
Tweens and new media in Denmark and Hong Kong
Abstract
Purpose The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites. Design/methodology/approach In 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies. Findings Household ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The results seem to support that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be. Research limitations/implications The study was based on a convenience sample, thus it may be problematic to generalize from the findings. Practical implications The study can serve as a guideline for marketing communication targeting tweens. The emphasis on the hedonic use and social function of new media may be suitable for a highly developed, individualistic society. In collective societies, marketers may need to put emphasis on the instrumental values of new media, such as improving academic performance. Originality/value This paper offers insights into designing communication strategies for Danish and Hong Kong tweens, particularly when incorporating new media. Findings are compared with existing preconceptions of the tween segment in the marketing literature.
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“The 12-14 age group is a relevant focus for this research given its immersion from an early age in the online environment (Andersen et al., 2007).”
From Young people's use of online social networking sites – a uses and gratifications perspective (2010) · cites this paper as Andersen et al., 2007
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Cited by
Young people's use of online social networking sites – a uses and gratifications perspective
Dunne, Á., Lawlor, M., & Rowley, J. (2010) · Journal of Research in Interactive Marketing · doi:10.1108/17505931011033551 · Cited by 498
“The 12-14 age group is a relevant focus for this research given its immersion from an early age in the online environment ( Andersen et al. , 2007”
Background
Metadata
- Authors
- Andersen, L. P., Tufte, B., Rasmussen, J., & Chan, K.
- Affiliations
- University of Southern Denmark (DK)
- Copenhagen Business School (DK)
- Hong Kong Baptist University (HK)
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 2007-09-18
- Volume
- 24
- Issue
- 6
- Pages
- 340-350
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W2093030651
- Cited by
- 35
- References
- 0
- Citations by year
- 2022: 1 · 2021: 1 · 2020: 2 · 2019: 1 · 2018: 1 · 2017: 2 · 2016: 1 · 2015: 2 · 2014: 5 · 2013: 3 · 2012: 5
- FWCI
- 9.00
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Marketing (publishedVersion)
- CBS Research Portal (Copenhagen Business School) (publishedVersion)
- HKBU Institutional Repository (Hong Kong Baptist University) (submittedVersion)
- University of Southern Denmark Research Portal (University of Southern Denmark) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
- Social Sciences › Communication › Media and Digital Communication
- Social Sciences › Education › Child Development and Digital Technology
- Keywords
- tweens, new media, media ownership, internet use, mobile phone use, cross-cultural comparison, individualism-collectivism, cultural dimensions, marketing communication, internet in education, Denmark, Hong Kong
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