Instagram for showing off, TikTok for fun: characterisation of social networks as advertising platforms by underage users

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Published: Jun 28, 2024

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Luisa Zozaya-Durazo
Universidad Internacional de La Rioja
Spain
https://orcid.org/0000-0002-3505-0687
Biography
Beatriz Feijoo
Universidad Internacional de La Rioja
Spain
https://orcid.org/0000-0001-5287-3813
Biography
Charo Sádaba-Chalezquer
Universidad de Navarra
Spain
https://orcid.org/0000-0003-2596-2794
Biography
Vol. 28 No. 1 (2024), Articles (open section), pages 1-12
DOI: https://doi.org/10.17979/redma.2024.28.1.10171
Submitted: Dec 14, 2023 Accepted: May 16, 2024 Published: Jun 28, 2024
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Abstract

McLuhan reminds us that the medium influences how users perceive the message. Based on this premise, this article examines the perception by underage users of social media as advertising platforms. The study consisted of a qualitative analysis of data obtained from 12 focus groups of social media users aged 16 years and under. The total sample comprised 62 participants from all over Spain. The results showed that interviewees associate different characteristics with each social network, and use one platform or another depending on the type of input they are looking for: TikTok for fun and learning (dances and tutorials); Instagram for self-exhibition and chatting with new acquaintances; YouTube for the world of video games; Facebook for older people; and WhatsApp as a source of gossip and rumours. The findings of the study may be of interest to brands, advertisers and managers in their attempts to increase the effectiveness of their digital advertising planning.

Keywords:

social media, underage users, Tik Tok, Instagram, advertising

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