Chapter 6: Digital natives and social media use in youth cultures: what should brands know about blogging?
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The objective of this chapter is to examine the importance of social media and explore how digital natives are taking ownership of blogs and developing new relationships with brands. To do so, I will first present the specificities of young consumers that will influence their use of social media. I will then discuss how this digital native generation is acquiring social media to develop relationships with brands. The modes of collaboration and the new relationships that are being created on blogs between digital natives and brands will also be discussed at the end of this chapter.

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