International Research Journal of Education and Technology

Online Marketing is quickly evolving in front of our eyes and it is almost impossible to reject and hide from this new form of media. “Thisshift in consumer influence indicates a need and an opportunity for companies to reprioritize the mix of communication channels they use toreach their consumers”. The study discusses the attitude of teens towards brand selection due to Online Marketing comprising apparel marketin India. Thestudyisexploratoryinnature.Theresearchuses contentanalysis toconduct theresearch.

This research is divided in three parts to understand The Impact of Online Marketing on Brand Selection by Teenagers.1) Strategy behindOnline Marketing to Teenagers. 2) Role of Online Marketing on Teenagers in Brand Selection .3) Benefits and worries of Online Marketingon Teenagers

Keywords:OnlineMarketing;Teens;SocialMedia;BrandSelection;CommunicationChannel