Understanding pre?teen consumers social media engagement

Social media (SM) platforms are frequently used by pre-teen (8–12-year old) consumers for curating their self-identity, developing social relationships and learning. This paper identifies the building blocks that drive SM engagement. We use Gioia method to analyse interview data collected from 32 pre-teens parents, in France. Findings show primary FoMO (Fear of Missing Out) inclusive experience, being noticed online, multiplicity, excessive (without guidelines) self-regulation. Identity constructs (self-identity social-identity) explain engagement – empirically define core conceptual (aggregate dimensions) contribute consumer theory a holistic research framework examine Self-identity social-identity theories help factors push/pull influences parents schools encouraging or discouraging certain behaviour. build on current into usage, drawing fragmented existing literature, reveal causes both screen-time usage among consumers, which may indicate antecedents future adult Practical regulatory policy issues considered addressed.