Impact of social media on consumer socialization of children

The impact of this media environment affecting children playing a very important role now days. There are several factors like availability, variety of choices, proliferation of portable devices, facility of use and affordability affecting children. The paper attempts to find out the demographic profiles of the respondent group show that media consumption habits influencing their role in the family buying situation. A survey among school going children of Jallandhar, in the state of Punjab in India was done. Correlation analysis, T-test and reliability test was done in order to measure the degree of association between the statements. From the analysis of data to find empirical evidence on children„s role in family decision making through consumer socialization via social media consumption, shows that the children play equal role in taking part in the family buying decision situations. Research shows that children were found to be active in their online presence, their online self does not significantly show any relationship to their online consumer self. The participation of children in the family buying decision process after being influenced by their online friends and advertisements in the SNM depict only a modest correlation among them.