Determinants and methods of young consumers’ interactions with brands in social media

Abstract

In the age of the Internet, social media are a constant element in many people’s everyday lives. They are especially popular in the age group ranging from 18 to 24 years. Research dedicated to the phenomenon of social media focuses on the promotion of brands on this type of communication channels. Even though the topic of interactions between brands and customers in social media is sparsely broached, it is important while considering building relationships with clients. The purpose of the research conducted for this article is to show determinants and methods of young customer’s interactions with brands in social media. The research was carried out with the help of an online survey, created as an example of a quantitative method of analysis. The questionnaire was filled out by 125 respondents in November 2018. Non-probability convenience sampling was applied as a sampling methodology. From all respondents 115 individuals met the terms of this research – young people (18–24) using social media. Findings presented in this article show the most popular methods of interaction between brands and customers used on specific social media platforms, as well as negative attributes of brand’s social media profiles that discourage other users from engaging in interactions. In addition, research conducted for this article shows reasons for following brand’s activity in social media.