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Cited by 65Digital Marketing and Social MediaMarketing and Advertising StrategiesImpact of Technology on Adolescents

Young Peoples' Relationships with Online Marketing Practices: An Intrusion Too Far?

Grant, Ian C.·2005·Journal of Marketing Management
DOI 10.1362/0267257054307417
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Abstract

This paper presents findings from a study comparing young peoples' relationships with 'new' digital and more 'traditional' forms of media. The study explored mediated relationships emerging in the everyday lives of older adolescent teenagers, aged 13-17. The study utilised multiple methods of inquiry, seeking out holistic depictions of young peoples' multi-media experiences, rooted in everyday lifestyles. Self-completion questionnaires were combined with mini focus groups across three diverse school types. The quantitative findings confirm that the internet was used for a diverse range of motivations, one the least powerful being commercial contact. The qualitative findings highlight the intensity of young peoples' concerns over commercial intrusion experienced online. This theme highlighted the growing conflict between marketing practitioners seeking to harness digital media for targeted communication and the uses of digital media by young people for noncommercial purposes.

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  • The internet as a mass media form especially lends itself to a uses and gratifications approach, in part due to its interactive nature.

    “The internet as a mass media form especially lends itself to a U and G approach, in part due to its interactive nature (Grant, 2005;Rubin, 2002;Ruggiero, 2000).”

    From Young people's use of online social networking sites – a uses and gratifications perspective (2010) · cites this paper as Grant, 2005

  • This study supports the stance of previous researchers who have promoted U&G application in online-based research.

    “This supports the stance of previous researchers who have promoted its application in the context of online-based research (Grant, 2005;Stafford et al., 2004;Rubin, 2002;Ruggiero, 2000).”

    From Young people's use of online social networking sites – a uses and gratifications perspective (2010) · cites this paper as Grant, 2005

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Authors
Grant, I. C.
Corresponding author
Grant, Ian C.
Venue
Journal of Marketing Management
Publisher
Informa UK Limited
Published
2005-06
Volume
21
Issue
5-6
Pages
607-623
ISSN
  • 0267-257X (ISSN-L)
  • 1472-1376
DOI
10.1362/0267257054307417
OpenAlex
W2090402531
Cited by
65
References
0
Citations by year
2026: 1 · 2025: 2 · 2023: 1 · 2021: 2 · 2020: 6 · 2019: 1 · 2018: 3 · 2017: 5 · 2016: 7 · 2015: 7 · 2014: 9 · 2013: 4 · 2012: 3
FWCI
7.29
Type
journal article
Language
en
Open access
closed
Locations
Journal of Marketing Management (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
Keywords
digital marketing, adolescents, digital media use, targeted marketing, internet use motivation

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