Technology-Based Communication Patterns of Youth

Technology-Based Communication Patterns of Youth


Nivein Behairy, Sayantani Mukherjee, Burcak Ertimur, Alladi Venkatesh

University of California, Irvine




This ongoing research explores consumption practices of young consumers in their use of technology. We used qualitative research methods and collected data from ten informants in California. Analysis reveals evolving communication patterns among young consumers. Key underlying motivation for use of communication mediums is guided by young consumers’ need for connectedness. Consumers select specific communication technologies depending on structural properties of a particular technology and level of intimacy in social relationships. We contribute to consumer research by illustrating the role of communication technologies in enabling different patterns of information exchange. These exchanges have implications for diffusion of product information.


Nivein Behairy, Sayantani Mukherjee, and Burcak Ertimur,Alladi Venkatesh (2006) ,"Technology-Based Communication Patterns of Youth", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 304-305.


Nivein Behairy, University of California, Irvine
Sayantani Mukherjee, University of California, Irvine
Burcak Ertimur,Alladi Venkatesh, University of California, Irvine,University of California, Irvine


NA - Advances in Consumer Research Volume 33 | 2006

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