Role of Youtube as A Consumer Socialization Agent for Teenagers in A Developing Country
Today’s Teenagers who are raised in an era of smart phones, hardly remember a time before social media. They are now active learners – acting as young adults, and using various platforms of social media to gain consumer knowledge and influence adults to make decisions regarding brand choices and purchases. The development of the internet and its endless possibilities has enabled social media to rapidly become one of the most important marketing tools for marketers. YouTube, launched in 2005, owned by Google since 2006 became one of the most influential social media platforms all over the world along with Google and Facebook. The developments over the years allowed YouTube to move from user generated video sharing and viewing services into a community which is partly formed by You Tubers. You Tubers have also achieved a status as one of the biggest influencers in social media, gaining a wide, loyal audience to support them. It has now become crucial for the practitioners and researchers in the consumer behavior field to try to understand the teenage consumers learning and response process influenced by YouTube. However, most of the researches have contributed about consumer socialization theories mostly in the context of western society and the cultural setting of developed countries. This proposal is for conducting research to understand how the user generated content of YouTube is influencing the cognitive, affective and behavioral attitude component of the teenagers in a developing country and how the You Tubers are evolving as role models in teenager’s consumer socialization. Particularly, it proposes to research the role of YouTube as a consumer socialisation agent of teenagers and develop and test a model of consumer socialisation process of teenagers influenced by YouTube as an emerging agent in a developing country.