Age and Susceptibility to Social Media Marketing

A Comparative Study of Teenagers and Adults

Abstract

This paper focuses on the development and content of digital marketing, and how differently each age demographic reacts to it. With the emergence of web development, more users became aware of the Internet and became vulnerable to its influence. Because of the continual growth of the web, many businesses rely on digital marketing to increase their return on investment and popularity. The present study was conducted to explore individual’s perceptions of digital marketing. This study investigates the differential impact of social media marketing on teenagers (age 13-20) and adults (age 30-55). Through a survey of 94 participants, we examine their exposure to various digital marketing techniques, their perceptions of advertising effectiveness, and their purchasing behaviors. The survey’s conclusion revealed that teenagers, aged 13-20, were more vulnerable to the businesses’ marketing techniques than the other experiment group, aged 30-55. The difference forms in the quality of activity they spend on the web and social media as it affected how the two groups perceived certain marketing techniques.