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The Attitude of Children and Parents Towards Children Infl uencers

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dc.abstract.enThe phenomenon of internet infl uencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of infl uencer marketing. Studying the impact of infl uencers on children is of great importance not only for marketers, but also for parents responsible for upbringing their off spring. This article presents the results of a qualitative study aimed at describing three components of the attitude (cognitive, emotional and behavioural) of children and parents towards children infl uencers. The methods employed in this study are focus group interviews and individual in-depth interviews with 18 participants: children aged 8–11 and their parents. During the interviews, one sample YouTube video and two TikTok children infl uencer videos were presented. The analysis of cognitive aspects of attitude showed that children have a higher level of awareness of product placement in infl uencer video than their parents suspect. Many parents declare that they are against such content on social media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional aspect of attitude is concerned, parents present a wider range of emotions than children, possibly because they are less familiar with such content. Being exposed to product placement in infl uencer videos also impacts the behavioural aspect of attitude. Children are eager to have the promoted products, but parents are sceptical about such products and declare that they buy them only for special occasions.
dc.affiliationUniwersytet Warszawski
dc.contributor.authorKacprzak, Agnieszka
dc.contributor.authorKołaszewska, Izabela
dc.date.accessioned2024-01-26T09:55:13Z
dc.date.available2024-01-26T09:55:13Z
dc.date.copyright2022-06-13
dc.date.issued2022
dc.description.accesstimeAT_PUBLICATION
dc.description.financePublikacja bezkosztowa
dc.description.number2
dc.description.versionFINAL_PUBLISHED
dc.identifier.urihttps://repozytorium.uw.edu.pl//handle/item/121911
dc.identifier.weblinkhttp://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_15/art.1_JMCBEM_2(15)-2022.pdf
dc.languageeng
dc.pbn.affiliationmanagement and quality studies
dc.relation.ispartofJournal of Marketing and Consumer Behaviour in Emerging Markets
dc.relation.pages4-23
dc.rightsCC-BY
dc.sciencecloudnosend
dc.subject.enChildren infl uencers
dc.subject.enconsumer behaviour
dc.subject.entripartite model of attitude
dc.subject.enproduct placement
dc.subject.enYouTube
dc.subject.enTikTok
dc.titleThe Attitude of Children and Parents Towards Children Infl uencers
dc.typeJournalArticle
dspace.entity.typePublication