Youth Knowledge and Perceptions towards Targeted Advertisement

摘要

Purpose: The purpose of this research was to explore and map the knowledge gap of the urban youth from the ideal definitions of the processes of Social Media which are an integral part of their lives. It was important to analyse the gap before trying to fill it with knowledge of appropriate and safe practices of Social Media. Urban youth are frequent users of Social Media and if they gain a deeper understanding of it, it will certainly help them. Design/methodology/approach: The present research used an exploratory research design. Data were collected using personal interviews administered to Indian urban youth from the age of 20-25 and through internet sources. Thematic analysis was used for research. Findings: Findings showed a high level of awareness about the terms used frequently while discussing Social Media, but a low level of understanding about the terms. Even without the correct definitions they have strong perceptions. It was further concluded from the study that data collection had an overwhelmingly negative perception, but Targeted Advertisement had mixed reviews. Many of the participants had acted on these advertisements and had bought products online. Further, misconceptions ranged from Social Media Platforms selling user's private data, third parties accessing their data on the platforms itself to these platforms accessing Camera and Microphone of the mobile to collect private information. Practical implications: The present research develops insights into better conveying the concepts of Social Media. These will go a long way in developing trust between Social Media companies and their clients. Comprehensive yet understandable information drives must be conducted by these platforms to better inform their users and remove any misconceptions. Originality/value: The present research serves as a steppingstone towards future research on social media in the Indian Context.