A1 Journal article (refereed)
Sosiaalinen media ja sosiaalinen tausta teini-ikäisten nuorten kulutusasenteiden selittäjinä (2020)
Do social media and social background explain young people's consumer attitudes?

Wilska, T.-A., Rantala, E., & Tuominen, J. (2020). Sosiaalinen media ja sosiaalinen tausta teini-ikäisten nuorten kulutusasenteiden selittäjinä. Nuorisotutkimus, 38(4), 4-18. https://journal.fi/nuorisotutkimus/issue/view/8350

JYU authors or editors

Publication details

All authors or editors: Wilska, Terhi-Anna; Rantala, Eero; Tuominen, Jesse

Journal or series: Nuorisotutkimus

ISSN: 0780-0886

Publication year: 2020

Volume: 38

Issue number: 4

Pages range: 4-18

Publisher: Nuorisotutkimusseura

Publication country: Finland

Publication language: Finnish

Persistent website address: https://journal.fi/nuorisotutkimus/issue/view/8350

Publication open access: Openly available

Publication channel open access: Delayed open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/73848

Additional information: Artikkeli avautuu journal.fi-palvelussa 12 kk ilmestymisen jälkeen.


This article focuses on the connections between following social media influencers, peer pressure, sociodemographic variables, and young people's consumer attitudes. The study is based on theories of consumer socialization in the context of changing media influencing, and different social backgrounds. The data used in the study were derived from a survey on 800 young people aged 15 to 19 years, and were analyzed using structural equation modelling. The research results showed that following social media influencers was strongly associated with materialistic consumer attitudes, but not with thrifty of sustainable consumer attitudes. Peer pressure was also associated with materialism. However, a minority of young people had clearly materialistic attitudes. Most respondents perceived themselves as thrifty and careful consumers. With regard to gender, boys were more materialistic and girls were more responsible as consumers. Socioeconomic background had no significant effects on young people’s consumer attitudes.

Keywords: young people; teenagers; consumership; consumer behaviour; gender differences; attitudes; materialism; social media; influencing; peer groups; socialisation

Free keywords: consumer attitudes; materialism; young people; social media influencers; social media

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 1

Last updated on 2023-02-05 at 13:29