AUTHOR
Eklund, Therese; Vinneby, Pernilla

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The purpose of this thesis was to investigate how teenagers are attracted and motivated to maintain a relationship with companies on the Internet. Companies that have teenagers as a target market have to understand their needs and wants, in order to establish relevant relations. The study has been carried out through a review of theory within the field of study. A case study was carried out through interviews with teenagers in the ages of 15 to 19. The results from the study showed that what mainly attract teenagers to visit a website are personal recommendations, the name on the website and high rankings on the search engines. What primarily motivate teenagers to revisit a website are different factors offered on the websites, among those are: entertainment, social stimulation, information and economic savings.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/091--SE / NR 2005:091