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Running Head: TEENS SHOPPING BEHAVIOUR AND RESHAPING OF BRANDS
Teen’s Changes in Shopping Behaviours Causing Reshaping of Brands
TEENS SHOPPING BEHAVIOUR AND RESHAPING OF BRANDS
Influencer marketing focuses on specific key individuals rather than the target market.
Advanced media and technology have resulted in companies utilizing them to market their
products. The available options of technology have led to the evolution of social media
influencer marketing. The rise of social media has opened channels for brands to connect
with consumers more directly and organically. Generation Z individuals utilize technology
which has resulted in a change in their shopping behavior. As a result, marketers reshape
their brands to target teens. Branding is an important tool that creates consciousness within a
target audience. Branding is more than creating awareness of a particular brand and for
teenagers, the name of the brand should be able to trigger a series of expectations. Branding
targets products, its quality, and ease of use as well as what the products stand for in the mind
of the teenager.
Today’s teenage customers are recognized as the big-time spenders who are aware of
all things because of the internet and have a voice that speaks out what they want. This
demographic makes it easy and desirable for marketers to have a brand that suits teens' needs
and desires. Teenagers are therefore lucrative market which poses characteristics which
organizations have to be familiar as they are the targets. As target segments, teenager
characteristics are classified as a search for identity, improved cognitive power, higher
mobility, increased need for independence, gender differences, growing recognition of selfesteem and changing sexuality. The age-group of 13-19 years individuals search for identity
and what to be recognized for what they are (Roblek, Mesko, Dimovski & Peterlin, 2019).
The individuals are open to experimentation and try to figure out what works for them.
Marketers, therefore, utilize this critical factor of identity creation by r...
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