Facilitating Relationship-Building Online for Positive Adolescent Development

Arianna R. Uhalde, Katherine M. Ross and Benjamin J. Houltberg

Journal of the Association for Consumer Research, 2024, vol. 9, issue 2, 216 - 226

Abstract: Adolescent consumers need relationships to develop and thrive, and they establish relationships with people and brands across physical and online environments. While there is limited research in marketing on adolescents’ online relationships, research from other disciplines examines these relationships and their complex effects. In this article, we offer a multidisciplinary discussion and practical guidance to facilitate adolescents’ developmental relationships online. This guidance will support various stakeholders (including adolescent consumers, content creators, researchers, and policymakers) who are interested in improving the online environment to promote positive adolescent development.

Date: 2024
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