Document Type



Qualitative research of in depth interviews and picture tests performed on older adolescents was the backbone of my study. A questionnaire was created that explored how older adolescents create and maintain identities on online communities.

My study found that older adolescents are using the internet to maintain their positive self identity yet explore group identities in order to find out where they fit in the world. It used these findings to create innovative implications and recommendations for marketers on how to create a successful online community business model targeting the older adolescent. The answer was simple. Since older adolescents are still forming group identity, allow them to do so in niche online communities centered on highly specific interests and hobbies. The study provided in depth insight as to why this main recommendation would be successful, from both a sociological and business related standpoint.