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Facebook usage among teenagers-the effect of


personality and peer group pressure: an
exploratory study in Greece

Article in International Journal of Internet Marketing and Advertising · July 2014


DOI: 10.1504/IJIMA.2014.067661

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Int. J. Internet Marketing and Advertising, Vol. X, No. Y, xxxx 1

Facebook usage among teenagers – the effect of


personality and peer group pressure; an exploratory
study in Greece

Elli Vlachopoulou* and Christina Boutsouki


School of Economics,
Aristotle University of Thessaloniki,
54124, Thessaloniki, Greece
E-mail: ellivlahop@yahoo.gr
E-mail: chbouts@econ.auth.gr
*Corresponding author

Abstract: Teenagers have become the most electronically connected


generation of all time and the most avid users of social networking sites. The
present study examines Facebook usage among teenagers (12–14 years old) and
investigates the mediating effect of personality characteristics and peer group
pressure on its use. A survey among 567 teenagers in Greece indicated that
intensity of Facebook usage is positively related to increased extraversion and
peer group pressure. The majority of Greek teenagers are ardent Facebook
users mainly for two reasons: First, because it is a trend and second, in order to
keep in touch with them.

Keywords: social media; Facebook; teenagers; personality; peer group


pressure; Greece.

Reference to this paper should be made as follows: Vlachopoulou, E. and


Boutsouki, C. (xxxx) ‘Facebook usage among teenagers – the effect of
personality and peer group pressure; an exploratory study in Greece’, Int. J.
Internet Marketing and Advertising, Vol. X, No. Y, pp.xxx–xxx.

Biographical notes: Elli Vlachopoulou is a PhD candidate in Marketing and


New Technologies at the School of Economics of the Aristotle University of
Thessaloniki. Her research focuses on mobile marketing, online marketing and
social media. She holds a Masters in Advertising and Marketing (Leeds
University Business School) and a Bachelor in Economics (Aristotle University
of Thessaloniki). She has worked on online advertising agencies in the UK and
Greece. She is currently a Marketing Manager at the International Hellenic
University.

Christina Boutsouki is currently an Assistant Professor in Marketing at the


Economics Department, Aristotle University of Thessaloniki. She holds a BSc
in Mathematics (Aristotle University of Thessaloniki), an MSc in Operational
Research (Lancaster University, Management School) and a PhD in Retail
Marketing (Manchester Metropolitan University, Department of Retailing and
Marketing). Her research interests lie within the areas of advertising and
retailing. In particular, her recent research focuses on emotional advertising,
store and web atmospherics, social media developments, consumer engagement
in social media, political advertising and neuromarketing.

Copyright © 20XX Inderscience Enterprises Ltd.


2 E. Vlachopoulou and C. Boutsouki

1 Introduction

Social media has been described as a powerful promotional and personalised tool
(Okazaki and Taylor, 2013) as it enables users to create and promote their own content.
The effects of social media on communication have been of such magnitude that they are
characterised as the new revolution in communication (Patino et al., 2012). Consumers,
by developing their personal online networks (Lin and Lu, 2011), have the ability to
instantly communicate with each other (Correa et al., 2010) and with their favourite
brands, transforming the traditional company-consumer relationship (Christodoulides
et al., 2011). This network interaction empowers customers, enables control of the
dissemination of information and renovates communication. Companies, on the other
hand, are facing a powerful promotional tool that enables them to interact with their
prospective customers that are easily traceable and open to communication.
Research, up to now, has extensively investigated the role of social media in
marketing (Keenan and Shiri, 2009; Lewis et al., 2008; Ross et al., 2009; Lin and Lu,
2011; Fraser and Dutta, 2008; Harris and Rae, 2009; Kaplan and Haenlein, 2010; Laroche
et al., 2012, 2013), the way consumers interact with social media (Ellison et al., 2007,
2010; Lenhart, 2009; Lewis et al., 2008; Mangold and Faulds, 2009; Ross et al., 2009;
Singh and Sonnenburg, 2012; Thackeray et al., 2008) and how personality characteristics
of college students and adults are related to the use of social networking sites (SNSs)
(Gangadharbatla, 2008; Steinfield et al., 2008; Ross et al., 2009; Amichai-Hamburger and
Vinitzky, 2010; Correa et al., 2010; Moore and McElroy, 2011; Wang et al., 2012a,
2012b; Qiu et al., 2012). In particular, internet self-efficacy, need to belong, and
collective self-esteem were found to have positive effects on attitudes toward SNS
(Gangadharbatla, 2008). College students and adults who appear to be more extraverted
were considered more likely to use the SNSs (status update, comment, add friends)
(Amichai-Hamburger and Vinitzky, 2010; Correa et al., 2010; Moore and McElroy,
2011). According to Ross et al. (2009), extraverts are more likely to use Facebook as a
social tool, however, they do not use Facebook as an alternative to social activities.
Although the effect of personality characteristics on SNSs usage has been extensively
examined in the case of college students and adults, teenagers are a rather neglected
group.
Nevertheless, teenagers belong to the age group that is most likely to go online and
use the SNSs (Lenhart et al., 2010). Teenagers seem to be well aware of digital
technologies and prefer those devices that make content easily accessible, shareable,
while being convenient and handy to use (Hundley and Shyles, 2010). Livingstone (2008)
examined teenagers’ use of SNSs in terms of intimacy, privacy and self-expression and
indicated age to be a significant factor affecting online behaviour. Younger teens tend to
portray a highly-decorated, stylistically-elaborate identity, while older teens tend to
portray an identity lived through authentic relationships with others. Moreover, according
to Boyd (2008) SNSs are ‘networked publics’ where spaces and audiences (in this case
teenagers) are bound together through technological networks (the internet, mobile
networks, etc.). In networked publics, teenagers form and enact their social identities.
Baker and White (2010) utilised the theory of planned behaviour, which postulates that
individuals’ intentions are the proximal determinants of their behaviour. This has been
extensively applied to predict a variety of behaviours. They supported that considering
adolescents’ perceptions of what their friends are doing and the behaviours that they
adopt is very important in order to predict their engagement in frequent SNS use. Dunne
Facebook usage among teenagers 3

et al. (2010) used the uses and gratifications theory to explore the underlying reasoning
for young girls’ (12–14 years) use and participation in SNSs. They suggested that young
girls are active participants in order to portray and manage their desired identity and
persona in a social context. Additionally, both men and women of traditional college age
seem to be equally engaging in this form of online communication. However, although
personality characteristics and peer group pressure have been identified as factors
affecting online behaviour, their effect on SNSs use by teenagers remains unexplored.
The advent of digital technologies and their increasing adoption by teenagers
highlight the need to comprehend how teen communities have been affected by the social
media (Quan-Haase and Boyd, 2011). Spending more than $200 billion in the USA
(products bought by and for teens) (Statistic Brain, 2012), these avid SNSs users seem to
be tremendously valuable for advertisers and marketers. Teenagers, who seem to
influence their family’s spending, are expected to increase their expenditure on product
and services in the near future and are considered trendsetters (Zollo, 1995). Moreover,
teenagers seem to train their parents and grandparents on the use of mobile devices, the
social media and other online technologies (Martin and Bush, 2000). Teenagers comprise
a large proportion of our population, and their technology use is an indication of future
trends. Today’s teens are coming of age with the rapid development of advanced
communication and media tools (Schiano et al., 2002). It is, therefore, of critical
importance for companies to be able to identify their customers’ needs and at the same
time effectively communicate with them.
Adolescence is designated as a period of growth and change in personality or
behaviour. Teenagers build their identities based on role models that they usually find
among their parents, peers and the society in general. Personality characteristics and peer
influences have been found to shape consumers’ behaviour (Kassarjian, 1971; Raju,
1980; Schaninger and Sciglimpaglia, 1891; Bearden et al., 1989; Plummer, 2000).
Therefore, by examining teenagers’ personality and peer group pressure, advertisers will
be able to understand the way teenagers think, act, behave, handle emotions, and
socialise. In examining the practices of teenagers on SNSs, the focus has been given
primarily on Facebook, which was launched in 2004, and has quickly become one of the
most popular tools for social communication with over 1.15 billion users (Facebook,
2013). Moreover, Facebook is somewhat different from other SNSs as it demonstrates an
offline-to-online trend, which means that the majority of ‘Facebook friends’ are
acquaintances from the offline world and not strangers (Ross et al., 2009). With a
constantly increasing number of teenagers going online and creating SNS profiles
(Lenhart et al., 2010), it becomes intriguing to identify the profile of SNS teenage users
and the potential influence of personality characteristics and peer group pressure on this
interaction.
It is, therefore, the objective of the present study to address teenagers’ behaviour
towards the social media and, in particular, Facebook, based on their personality
characteristics and their peer influence. Teenagers’ personality characteristics are
measured in terms of extraversion, agreeableness, conscientiousness, emotional stability,
and openness to experience. Peer group pressure is based on informational, utilitarian and
value expressive statements. The study was conducted in schools in a small town and a
metropolitan city in Greece. Greece provides an excellent laboratory for study as the
change is recent and of significant magnitude. Internet penetration rate exceeds 54% of
the population and almost 60% of its use takes the form of posting messages to social
media (Eurostat, 2012). Social networking usage increased in the last five years by
4 E. Vlachopoulou and C. Boutsouki

almost 500%, with one in two Greeks using at least one SNS, and Facebook being the
most popular choice especially among teenagers (Focus Bari, 2012).

2 Literature review and hypothesis development

2.1 Teenagers and social media usage


The intense sociability and interaction through social media are reflected by the
1.15 billion Facebook users (Facebook, 2013). According to a study by Purcell (2012),
80% of American teenagers, who are internet users, use social media. At present,
teenagers are the first generation to have gone through their entire teen years with
Facebook and other SNSs at their disposal (Common Sense, 2012). Being quite often ‘the
other parent’ in teenagers’ lives, social media have the ability to affect their mental,
physical and social development. As the ‘early adopters’ of new technologies, these
‘digital natives’ are avid, daily users of social media having grown up in a world where
almost everything is online and available through mobile means (Schiano et al., 2002;
Common Sense, 2012).
Teenager years are characterised by transition. The upsurge of peer relationships in
importance and influence is one of the most significant transitions affecting teenagers
(Pfeil et al., 2009; Palaniswamy and Ponnuswami, 2013). Teenagers spend most of their
time outside home with their friends and classmates, indicating the significance and the
effect peers have on their attitude, speech, interests, behaviour and appearance
(Palaniswamy and Ponnuswami, 2013). Digital devices increase teenagers’ ability to
communicate and socialise. Specifically, the SNSs, used mostly by young people
(Hargittai, 2008), provide teens with a space to socialise, make friends, build their Comment [t1]: Author: Please
identity and status and, mainly, find their ‘offline’ friends (Boyd, 2008; Veloutsou and confirm the year of publication whether
2007 or 2008. There is conflict in your
McAlonan, 2012). According to Hargittai (2008, p.293), “membership in an online provided amendment (2008 in the text
community mirrors people’s social networks in their everyday lives”. Moreover, Boyd while 2007 in the list)
(2008, p.125) suggested that the SNSs are “a type of networked publics which are the Comment [t2]: Author: Please
spaces and audiences that are bound together through technological networks (the confirm the year of publication whether
internet, mobile networks, etc.) with four properties that are not typically present in face 2007 or 2008. There is conflict in your
provided amendment (2008 in the text
to face public life: persistence, searchability, replicability and invisible audiences”. while 2007 in the list)
Teenagers have moved towards digital space which is generally uncensored by the adult
world (Quan-Haase and Boyd, 2011). Therefore, the entire aforementioned reasoning
suggests that teenagers are perhaps the most heavily exposed to social media group of
consumers.

2.2 Personality and social media usage


Personality is a leading factor in understanding the way people behave on the internet
(Amichai-Hamburger, 2002). Some people check their e-mails or make transactions, and
some others gather information and book holidays. Some of these activities may produce
positive effects for one type of personality or negative for others (Amichai-Hamburger,
2002). In order to understand the expansion of the internet, it is vital to understand the
personalities of those who surf the net (Amichai-Hamburger and Vinitzky, 2010). In that
way, advertisers will be able to address users with a more personalised and appropriate
message that suits their personality (Amichai-Hamburger, 2002). In offline everyday
Facebook usage among teenagers 5

interactions, people try to convey who they are through their bodies, movements, speech,
clothes and facial expressions, sometimes failing to communicate what they intended
(Boyd, 2008; Correa et al., 2010; Hudges et al., 2012). Online, they get across their
personalities through the information they share (Amichai-Hamburger et al., 2004).
Previous research has shown a relationship between users’ personality and SNS use.
In particular, a number of studies suggested that college students and adults who appear
to be more extraverted were considered more likely to use the SNSs (status update,
comment, add friends) (Amichai-Hamburger and Vinitzky, 2010; Correa et al., 2010;
Moore and McElroy, 2011). Ross et al. (2009) indicated that extraverts are more likely to
use Facebook as a social tool, however, they do not use Facebook as an alternative to
social activities. SNS are quickly becoming one of the most popular tools for
social interaction and information exchange. By examining the personality correlates
(neuroticism, extraversion, openness-to-experience, agreeableness, conscientiousness,
sociability and need-for-cognition) of social and informational use of the two largest
SNS: Facebook and Twitter. Hudges et al. (2012) showed that personality was related to
online socialising and information seeking/exchange. In their study, a preference for
Facebook or Twitter was also associated with differences in personality. The impact of
personality characteristics on SNSs usage has been examined thoroughly among college
students and adults, but not among teenagers.
According to Boyd (2008), teens’ social identity is partially defined by themselves
and partially by others. Digital technologies are a significant way for teenagers to express
their identities (Schau and Gilly, 2003). While users build their profile on a standard
Facebook template, they still have the option to personalise it to a certain extent based on
the information they choose to publish (photos, videos, comments, shared links, liking
pages, etc) (Boyd, 2008). Zhao et al. (2008) investigated the identity construction on the
newly emerged anonymous online environment, Facebook, and they found that Facebook
users portrait their identities implicitly rather than explicitly; they ‘show rather than tell’.
Boyd (2008) suggested that teens tend to introduce themselves in a well-received way as
their primary Facebook audience consists of offline peers (school, sport activities, etc).
Livingstone (2008) suggested that teenagers tend to recreate a highly-decorated,
stylistically-elaborate identity.
Dunne et al. (2010) employed the uses and gratifications theory in order to explore
the use and participation in SNSs by young people. The U and G theory studies the
gratifications or benefits that attract and hold audiences to various types of media and
content that satisfy their social and psychological needs (O’Donohoe, 1994; Cantril,
1942). As a result, Dunne et al. (2010) suggested that teenagers get engaged in SNSs in
order to create an identity and experiment with it. They advocate that teenagers believe
that through a SNS profile they can portray and manage an ideal self and be sheltered
from any kind of embarrassment and rejection. Based on the uses and gratifications
theory, Raake and Bonds-Raake (2008) also indicated that the vast majority of students
use these friend-networking sites for a significant portion of their day for reasons such as
making new friends and locating old friends.
In the present study, in order to examine the effect of teenagers’ personality
characteristics on SNS usage, the five-item personality scale (Gosling et al., 2003) was
used by examining extraversion, agreeableness, conscientiousness, emotional stability,
and openness to experience. More specifically, it is suggested that teenagers, who are
more extraverted, tend to use Facebook more because the extraverts tend to express their
6 E. Vlachopoulou and C. Boutsouki

feelings, socialise and spend more time with their friends either offline or online. Thus,
the following hypothesis is proposed:
Hypothesis 1 Extraversion in teenagers is positively related to Facebook usage.

2.3 Peer group pressure and social media use


Individuals become motivated to act in a certain way because their peers have pressured,
urged or dared them, too (Brown et al., 1986; Santor et al., 2000). Individuals, and in
particular teenagers, tend to develop their attitude and behaviour by example, following
the behaviour of ‘role’ models (Martin and Bush, 2000). A role model for a teenager can
be anyone who can influence directly or indirectly the teen’s behaviour and decisions
(Bandura, 1977). Peer group pressure, parents, school and media have been identified as
the main sources of influence on teenager’s consumption learning process (Martin and
Bush, 2000).
Peer communities can be developed at school, in the neighbourhood, or at sport
activities, and they represent the most essential network for teenagers (Quan-Haase and
Boyd, 2011). In Austria and Italy more than 80% of the teenagers seem to belong to a
peer group (Kirchler et al., 1994). Teenagers tend to spend most of their time with peers
who are very similar in background, personality, way of life and interests (Fischer, 1982)
in order to feel a sense of belonging (Kirchler et al., 1994), share a wide variety of
activities and form an identity (Quan-Haase and Boyd, 2011). Being worried about the
presentation of themselves towards their friends, teenagers seem to enjoy the safety of
communication through SNSs (Livingstone, 2008). Teenagers typically learn about
Facebook through their friends, and they join because a friend invites them to (Boyd,
2008). Once networked, they seem to make a heavy use of the social media. Lenhart et al.
(2010) asserted that 64% of the 80% of teenagers who use social media goes online daily,
possibly trying to get in touch with friends. According to Woodall and Colby (2011),
social media satisfy an impulse, the excitement of sharing, seeking of advice, sharing of
similar interests with others.
In an effort to enhance their image to their peer communities, teenagers enjoy
portraying a ‘cool’ self by being the first to buy and show off their gadgets (Dunne et al.,
2010). The number of friends is an issue of pride for teenagers as it is associated with
popularity, likeability and social success (Hundley and Shyles, 2010; Hargittai, 2008). Comment [t3]: Author: Please
Teenagers feel the urge to display a large social capital on their SNS profile (Pfeil et al., confirm the year of publication whether
2007 or 2008. There is conflict in your
2009), and try to create a certain identity in order to achieve peer acceptance (Dunne et provided amendment (2008 in the text
al., 2010). while 2007 in the list)
In the present study, the effect of teenagers’ peer group pressure on SNS usage is
based on Park and Lessig’s (1977) reference group scale. It examines three motivational
components; informational (that deals with the enhancement of individual’s knowledge),
utilitarian (that examines compliance with others) and value expressive (that looks into
the enhancement of his/her self-concept in the eyes of others). Thus, it is suggested that:
Hypothesis 2 Teenagers who tend to be influenced by peer group pressure tend to use
Facebook more.
Facebook usage among teenagers 7

3 Methodology

3.1 Sample and procedure


Data was collected though an online survey conducted during October and November
2012. A sample of 600 Greek teenagers (between 12 and 14 years of age) from schools in
both a small town and a metropolitan city was recruited for the study. Schools were
selected on the basis of their willingness and agreement to cooperate. Teenagers, who had
to be profile owners in either Facebook or Google+, completed an anonymous online
questionnaire during their IT class. Facebook and Google+ were selected as they were the
most popular social media in Greece at the time of the study. The Facebook media
intensity scale (Ellison et al., 2007), the personality scale (Gosling et al., 2003) and the
peer group pressure scale (Park and Lessig, 1977) were used in order to construct the
questionnaire. Facebook was selected because of its popularity and worldwide acceptance
as well as its ever-increasing impact on the marketplace.

3.2 Measures
Social media usage was measured using the Facebook media intensity scale (Dunne
et al., 2010) (Cronbach’s alpha = 0.781). This measure includes Likert-scale questions in
order to measure the emotional connection of teenagers with Facebook and the extent to
which Facebook has been integrated into their daily lives (responses categories ranged
from 1 = strongly disagree to 5 = strongly agree). Furthermore, self-reported assessments
are included to record Facebook behaviour, such as the number of Facebook friends and
the average time spent daily on Facebook (Table 1). The Facebook media intensity scale
was related to personality and peer group pressure.
Table 1 Descriptive statistics

Sample demographics Frequency (%)


Participants 600 (100%)
Usable questionnaires 567 (94.5%)
Gender
Boys 301 (53%)
Girls 266 (47%)
Age
12 95 (16.8%)
13 142 (25%)
14 330 (58.2%)
Place
Metropolitan areas 326 (57.5%)
Small town 241 (42.5%)

The personality characteristics of teenagers were measured using the five-item


personality scale (Gosling et al., 2003) (Cronbach’s alpha = 0.712). This construct is
composed of five items (extraversion, agreeableness, conscientiousness, emotional
8 E. Vlachopoulou and C. Boutsouki

stability, openness to experience), each measured along five-point Likert-scale regarding


teenager’s personality characteristics (1 = totally disagree to 5 = totally agree).
The peer group pressure among teenagers was measured using Park and Lessig’s
(1977) reference group scale (Cronbach’s alpha = 0.828). The scale is composed of
14 statements; informational (enhancement of the individual’s knowledge of his/her
environment and/or his/her ability to cope with some aspect of this environment),
utilitarian (explicit rewards and punishments which accompany specific group
memberships and specifically defined norms) and value expressive (individual’s motive
to enhance or support his/her self-concept) (Park and Lessig, 1977). Each item is
measured along five-point scales regarding teenager’s behaviour (1 = totally disagree to
5 = totally agree).

3.3 Sample statistics


The majority of the respondents (94%) had a Facebook profile as opposed to 17% that
had a Google+ profile. This could be attributed both to the worldwide popularity of
Facebook and to the fact that Google+ was a novelty in the Greek market at the time of
study. Hence, the study gave emphasis on Facebook as the single most important social
medium-used by teenagers.
Table 2 Main reasons for having a SNS profile and main activities in SNSs

Main reasons for having a SNS profile


Chats with my friends 476 (84%)
Be in touch with my friends 476 (84%)
Make new friends 183 (32.4%)
My friends already have one 187 (33%)
It is in fashion 72 (13%)
It is cool 107 (19%)
Main activities in SNSs
Update my profile 170 (30%)
Post photos or videos 183 (33%)
Comment on a friend’s wall 243 (43%)
Send messages to my friends 228 (41%)
Tag my friends on photos or posts or videos 128 (23%)
See my friends’ photos or videos 248 (44.5%)
See my friends’ posts 136 (24%)
Play games 250 (44%)
Post links of anything I like 95 (17%)
‘Like’ photos or videos or anything else I like 293 (52%)
Meet new friends 136 (24%)
Create groups or fan pages or events 61 (11%)
Express my opinion or feelings 119 (21%)
Facebook usage among teenagers 9

44% of the respondents visited Facebook on a daily basis, 40% had more than
400 friends on Facebook, 20% spent up to 15 minutes and 24% spent more than
80 minutes on Facebook on a weekly basis. These statistics depicted two groups of
Facebook profile owners; those who visited Facebook on a daily basis and spent
significant time browsing, and those who visited Facebook many times per day but spent
less time per visit.
Regarding the main reasons for having a SNS profile, the most important reason for
teenagers is the ability to remain in touch with their friends (84%) and chat with them
(84%) (Table 2). Online behaviour seems to be accommodating to ‘offline’ life,
indicating that extraversion could form a significant motive for a teenager to create a SNS
profile. This is also supported by previous research, indicating that teens mainly use SNS
to stay in touch with their offline friends (Pfeil et al., 2009).
The main activities that teenagers tend to prefer in SNSs are ‘liking’ photos and
videos (52%), commenting on a friend’s message (43%), checking their friends’ photos
and videos (44.5%) and playing games (44%) (Table 2). The results indicate two groups
of users, the ‘content consumers’ and the ‘content developers’. The ‘content consumers’
spend most of their time ‘watching’ what others do on Facebook, such as commenting on
friends’ wall, watching what their friends do (their posts, photos, and videos), and
playing games. However, the ‘content developers’ have a more active role such as:
updating their profiles, posting photos or videos, sending messages to their friends,
tagging their friends on photos or posts or videos, posting links of anything they like,
‘liking’ photos or videos, meeting new friends, creating groups or fan pages or events,
and expressing their opinions or feelings.

4 Results – discussions

Previous research has not yet thoroughly examined the impact of teenagers’ personality
characteristics and peer group pressure on Facebook usage intensity. The present study
examines the way in which teenagers experience social life on Facebook, and identify the
way personality characteristics and peer group pressure are shaping teenagers’ social
networking on Facebook. Internet penetration rate exceeds 54% of the population and
almost 60% of its use takes the form of posting messages to social media (Eurostat,
2012). Social networking use increased in the last five years by almost 500%, with one in
two Greeks using at least one SNS, and Facebook being the most popular choice
especially among teenagers (Focus Bari, 2012). In examining the practices of teenagers
on SNSs, the focus has been given primarily on Facebook, which was launched in 2004
and has quickly become one of the most popular tools for social communication with
over 1.15 billion users (Facebook, 2013). Moreover, Facebook seems to be somewhat
different from other SNSs as it demonstrates an offline-to-online trend, meaning that the
majority of ‘Facebook friends’ are people known from the offline world and not new
people (Ross et al., 2009).
Out of the 600 Greek teenagers that participated in the study, 567 provided usable
questionnaires (Table 1). Respondents were evenly distributed across gender (47% girls
and 53% boys), and place (58% from a metropolitan city and 42% from a small town). In
terms of the use of digital devices 80% of the sample owned both a mobile phone and a
PC, 57% owned a smart phone and 82% accessed their social media profile through a PC.
10 E. Vlachopoulou and C. Boutsouki

Moreover, almost every respondent (94%) had a Facebook profile and 17% had a
Google+ account as well indicating the significant exposure of Greek teenagers to SNSs.
Multiple regression analysis with peer group pressure and the five personality factors
as the independent variables and Facebook intensity as the dependent variable was used
to test the effect of personality and peers on Facebook use (Table 3). The group
independent variables significantly affected Facebook intensity (F = 23.546, p < 0.001,
accounting for 28% of the total variance).
Being positively related to Facebook use (E = 0.16), extraversion seems to be a
significant characteristic that affects teenagers’ online behaviour. Teenagers who tend to
be sociable and have a large ‘friend list’ spend more hours on Facebook and share more
personal information with their online peers. This outcome is consistent with previous
studies that looked into the behaviour of college students and adults. Agreeableness and
openness to experience although positively related to Facebook usage were not
significantly affecting teenagers’ behaviour. Conscientiousness, on the other hand, was
negatively related (E = –0.11) to Facebook intensity, which can be supported by the fact
that teenagers, who tend to be organised, systematic, thorough and conscientious with
their tasks, prefer not to spend a lot of time on social activities.
Table 3 Effect of peer group pressure and personality characteristics on Facebook use

Facebook intensity
Peer_group_pressure 0.246**
I see myself as extraverted (extraversion) 0.161**
I see myself as agreeable, kind (agreeableness) 0.022
I see myself as dependable, organised (conscientiousness) –0.108*
I see myself as emotionally stable, calm (emotional stability) –0.028
I see myself as open to experience, imaginative (openness to experience) 0.045
R squared 26.5
Notes: *p < 0.05, ** p < 0.001.
Therefore, the first hypothesis H1 is supported, ‘Extraversion seems to be positively
related to Facebook usage’.
Peer group pressure (E = 0.25) is also positively related to Facebook intensity. Almost
a third of the sample owned a Facebook profile because their friends had one (utilitarian
component). They feel insecure about their personal image, their decisions and their peer
acceptance, which make them very susceptible to friends’ beliefs and actions (value
expressive component). Therefore, hypothesis H2 Teenagers who tend to be influenced
by the peer group pressure tend to use Facebook more is also supported (p < 0.001).
Facebook use among teenagers exceeded that of any other SNS. The majority of the
respondents (94%) had a Facebook. Almost half the respondents visited Facebook on a
daily basis and had a lot of online friends (>400). Another trend identified in teenagers’
behaviour related to the time spent on activities in Facebook. Two main groups were
identified, those who spent up to 15 minutes checking and updating information (20%)
and those who were more involved in content creation and spent more than 80 minutes on
Facebook on a weekly basis (24%). Both groups interacted on a daily basis. The first
group visited Facebook many times per day but spent less time per visit, whereas the
second visited Facebook mainly once a day and spent significant time browsing.
However, there were no significant demographic differences among the two groups,
Facebook usage among teenagers 11

indicating that regardless the mode of use, Facebook is holding strong among Greek
teenagers.
Online behaviour seems to be accommodating to ‘offline’ life, indicating that
extraversion could form a significant motive for a teenager to create a SNS profile. This,
in accordance with previous research, is indicating that teens among other users mainly
employ SNS to stay in touch with their offline friends (Pfeil et al., 2009). Moreover, Ross
et al. (2009), suggested that the majority of ‘Facebook friends’ are acquaintances, people
known from the offline world and not new ‘cyberfriends’.
Teenagers tend to create groups of friends on Facebook that match those groups of
their offline friends. They might join Facebook and create a profile because their friends
are already online (33%) or because a friend invites them to. Boyd (2008) also suggested
that teenagers typically learn about Facebook through their friends and they join
following a friend’s invitation. Once networked, they seem to make heavy use of the
social media. Lenhart (2009) asserted that the vast majority of teenagers who use social
media goes online daily, possibly trying to get in touch with friends. Hence, peer group
influence and acceptance seems to shape teenagers’ presence in social media and
Facebook in particular.
Another difference identified among teenagers who use Facebook refers to the level
of involvement and type of use. Two groups of users were identified, the ‘content
consumers’ and the ‘content developers’. The ‘content consumers’ tend to spend most of
their time ‘watching’ what others do on Facebook, what their friends do (their posts,
photos, and videos), commenting on friends’ wall and playing games. The ‘content
developers’ assume a more active role such as, updating their profiles, posting photos or
videos, sending messages to their friends, tagging their friends on photos or posts or
videos, posting links of anything they like, meeting new friends, creating groups or fan
pages or events, and expressing their opinions or feelings. However, no statistically
significant differences among the demographic characteristics of the teenagers in these
two groups were recorded. This could be attributed to the limited sample in terms of the
location used and the type of schools.

5 Limitations

A main limitation of the study was the use of a convenience sample. However, this was
inevitable since in order to proceed with the survey, it was important to have access to
schools. Hence, the study was limited to those schools that granted access and gave
permission to interview their students. This resulted in a limited group of participants
(600 students). A more widespread selection of schools and cities would help verify the
findings of the study and possibly indicate further differences among the personality
characteristics of teenagers.
Also, the ‘reference group’ scale used in the study was originally designed to record
peer group influence upon brand selection. A more customised scale on peer group
pressure and social media selection would help precisely indicate the elements that affect
teenagers’ online behaviour.
Moreover, it would be interesting to have a more widespread selection of schools
participating in the study. Differences in the students’ socio-economic background based
on the type of school they attend (public or private) and the area they live might indicate
diverse behavioural patterns.
12 E. Vlachopoulou and C. Boutsouki

6 Managerial implications – further research

With millions of people going online on a daily basis and creating SNSs profiles, it
becomes intriguing to identify the profile of users and the potential influence of personal
characteristics on their interaction with social media. Sometimes the way users behave on
the internet portrays the way they behave in the real world and conveys their
personalities. Valuable personal information is widely available to all parties involved in
this communication process. Teen communities in particular, being accustomed to the
digital technology, and at the same time eager to explore the world, find themselves
exposed to the new digital world and are greatly affected by the social media. Teenagers
belong to the age group that is the most likely to go online and use the SNSs (Lenhart
et al., 2010). At the same time companies are keen on knowing and engaging teenagers
with their brands as future customers who are expected to shape the market’s growth.
Hence, the advent of digital technologies and their increasing adoption by teenagers
highlight a whole new area of research for scholars (Quan-Haase and Boyd, 2011). Being
able to explain how teen communities have been affected by the social media means that
they will be able to indicate new and more efficient ways to communicate with them and
predict future behaviour.
By examining teenagers’ personality and peer group pressure, advertisers will be able
to understand the way teenagers think, act, behave, handle emotions, and socialise. The
present study helps advertisers understand teenagers’ behaviour towards the social media
and identify the most effective way to communicate with them through their advertising
campaigns around the world. Spending more than $200 billion in the USA (products
bought by and for teens) (Statistic Brain, 2012), these avid SNSs users seem to be
tremendously valuable for advertisers and marketers.
Further investigation of teenagers’ attitude towards the SNSs will help marketers to
understand their needs and concerns better and will lead to more targeted and
personalised campaigns. Future research could also shed more light on the teenagers’ use
of social media through a fairly new and highly invasive tool, the mobile phone, as the
new market trend seems to be ‘the mobilisation’ of the internet.

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