Eureka! Institutional Repository

The advent of Social Media has changed the way teenagers communicate with each other. Teenagers enjoy sharing their personal details, interests and hobbies, which helps marketers to build more personalized and targeted campaigns. The purpose of this paper is to explore the relationship between the personal characteristics of a teenager, such as personality, brand loyalty and peer group pressure and his Social Media usage. Design/methodology/approach – A convenience sample of 218 Greek students (12-14 years old) was recruited to participate in the study. Students who are profile owners to at least one of the two Social Networking Sites, Facebook or Google+, were asked to complete an online questionnaire, which included questions regarding their social media usage, their personality’s characteristics, and the level of their brand loyalty and peer group pressure. Findings – Facebook usage is high among Greek teenagers as almost everybody, 94%, has a profile on Facebook. The main reason for Social Media usage is communication with peers. Moreover, there is a positive relationship between Facebook usage and teenager’s personality, brand loyalty and peer group pressure.Originality/value – Previous research has explored the Facebook usage among college students and adults. This study seeks to examine the Facebook level of use among teenagers.