PATTERNS OF ADOLESCENCE BEHAVIOR IN SOCIAL NETWORKS: CHOICE OF COMMUNICATION STRATEGY

Abstract

The purpose of the article is to study the patterns of behavior of adolescents in social networks and identify the main target groups. Research methodology - the author carried out a quantitative study of a representative population of Russia aged 14 - 19, the sample of which was 505 people. The respondents were asked to answer the questions of the questionnaire, as well as to mark the statements with positive or negative load, with which they most agree. The statements were formed from pilot in-depth interviews with teenagers in which they talked about their typical use of social media. Based on the marked statements, as well as gender, age, involvement in social networks, areas of interest, and referential personalities for adolescents, respondents were profiled by segment. Factorial and cluster analysis was carried out to determine the segments. Research result - the article provides recommendations for working with target groups: targeting communication strategies increases the efficiency of communication between adolescents and organizations that form youth policy.