INTRODUCTION

Social media has become a vital tool in marketing and communications for many people. It is key to consider the future of social media in the context of consumer behaviour and marketing. Just like other forms of marketing, the social media industry is changing at a quick pace. This means it is important for brands to keep up with the latest social media trends. This report will consist of me researching where I believe the future of social media lies when considering marketing-related topics and issues in the industry which may influence Generation Alpha.

As most young adults have grown through some of their most pivotal years in the digital era they are able to understand what is important through social media platforms and various social media influencers. As well as being an exceptional marketing tool, social media has played a huge part in giving young people voices to express their opinions and beliefs. Throughout this report I will research different forms of social media strategies and technologies, as well as where I see the future of the industry going. Social media is constantly changing due to the continual innovation taking place on both the technology side and also the consumer side. I will conduct a questionnaire in order to get a variety of opinions from the public as to how they feel about the topic.

I have chosen to discuss this topic due to my interest and excitement in this part of the fashion industry. Also, our chosen topic was to be linked to the career path which I am most interested in. I hope to work in the social media marketing industry after graduating. I thought this would be a great opportunity to gain in-depth knowledge about how it could potentially change in the future.

This essay will be targeting the next generation of consumers, Generation Alpha. Generation Alpha is the first to be born entirely in the 21st century. This generation are the future consumers, being born from 2010 to 2024 meaning the oldest are aged 11-12. I have chosen to research this particular generation as according to studies members of this generation will grow up to be the most technologically immersed and best-educated generation ever. Members of generation alpha will be immersed in technology their entire lives. Throughout this report I will research and examine how this generation will be influenced by social media. I will discover the impact that social media has on Generation Alpha including topics such as influencers and new immersive technologies.