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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the European Policies Research Centre (EPRC).

EPRC is a leading institute in Europe for comparative research on public policy, with a particular focus on regional development policies. Spanning 30 European countries, EPRC research programmes have a strong emphasis on applied research and knowledge exchange, including the provision of policy advice to EU institutions and national and sub-national government authorities throughout Europe.

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Young people's relationships with online marketing practices: an intrusion too far?

Grant, Ian C. (2005) Young people's relationships with online marketing practices: an intrusion too far? Journal of Marketing Management, 21 (5). pp. 607-623. ISSN 0267-257X

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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.

Item type: Article
ID code: 4449
Keywords: digital media, targeted communication, adolescents, Marketing. Distribution of products, Strategy and Management, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Depositing user: Strathprints Administrator
Date deposited: 18 Nov 2007
Last modified: 28 Jun 2017 00:03
URI: https://strathprints.strath.ac.uk/id/eprint/4449
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