Understanding pre‐teen consumers social media engagement

Abstract

Social media (SM) platforms are frequently used by pre-teen (8-12-year old) consumers for curating their self-identity, developing social relationships and for learning. This paper identifies the building blocks that drive pre-teen SM engagement. We use the Gioia method to analyse interview data collected from 32 pre-teens and parents, in France. Findings show that the primary building blocks are FoMO (Fear of Missing Out) and social inclusive experience, being noticed online, multiplicity, excessive use (without guidelines) and self-regulation. Identity constructs (self-identity and socialidentity) are used to explain SM engagementand to empirically define core conceptual building blocks (aggregate dimensions) that drive SM engagement. We contribute to consumer theory by developing a holistic research framework to examine pre-teen SM engagement. Self-identity and social-identity theories help explain the factors that drive pre-teen SM engagement and explain push/pull influences of parents and schools in encouraging or discouraging certain behaviour. We build on current research into SM usage, drawing from the fragmented existing literature, to reveal causes of both excessive screen-time and SM usage among pre-teen consumers, which may indicate antecedents of future adult behaviour. Practical and regulatory policy issues are considered and addressed.

Blurring of boundaries: Consumer self‐narratives in digital virtual leisure

“…Work of this nature would offer insight into the temporal development of consumer self-narratives to see how they evolve and whether consumers feel their goals are being achieved. As highlighted by Lichy et al (2023) because pre-teens are spending so much time on social media, they are developing their self-identity and social-identity very early, and as such, a longitudinal exploration is prudent to assess the self-narrative over a longer time frame. Further, although this study did not find any negative spillover effects of this blurring of boundaries, future studies should examine both the positive and potential negative impacts of such a liquid state of reality, as highlighted by Berg (2018).…”

A psychological examination of attachment insecurity, loneliness, and fear of missing out as drivers of retail patronage among emerging adults

“…Existing scholarship on FoMO has dealt mainly with three subjects: (1) online social media behavior (e.g., Al‐Busaidi et al, 2022; Argan & Tokay‐Argan, 2018; Beyens et al, 2016; Lichy et al, 2022; Milyavskaya et al, 2018); (2) psychological aspects, such as anxiety and depression (e.g., Argan et al, 2022; Baker et al, 2016; Elhai et al, 2016; Lai et al, 2016); and (3) academic effects (e.g., Alt, 2015; Barber & Santuzzi, 2017; Shane‐Simpson & Bakken, 2022).…”