Internet Consumption by Teenagers: Criteria of Choosing Groups in Social Networks

Despite the relative knowledge of the topic of social networks and the teenager’s behavior when using them, there remains a gap in understanding a narrower behavioral segment, namely, the criteria for young people to choose communities and pages on social networks. At the same time, communities and advertising placed there is one of the ways of communicating with young teen audience. The aim of this work is to identify the criteria for choosing communities in social networks for Russian teenagers aged 14-18. The first chapter examines the boundaries of a teenage audience and the particularities of adolescents consuming the Internet and social networks. The second chapter presents theoretical and practical justifications for the need for brands to exist in social networks, as well as examples of brands interacting with the audience. The third chapter is devoted to identifying the criteria for choosing teenagers communities in social networks using the method of expert interviews and questioning of adolescents 14-18 years old. Based on the results, recommendations are made on the practical use of criteria by advertisers and community owners.