Exploration of Parental Advertising Literacy and Parental Mediation
Influencer Marketing of Media Character Toy and Merchandise
Bibliographic Data
| ID | 21422845 |
|---|---|
| Authors | Regina Jihea Ahn (0000-0002-0229-911X, University of Miami, Coral Gables, Florida, USA, corresponding author) |
| Year | 2022 |
| Volume | 51 |
| Issue | 1 |
| Pages | 107-115 |
| Publication date | 2022-01-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0091-3367 • E-ISSN: 1557-7805 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00913367.2021.1944935 |
| OpenAlex | W3183254888 |
| Language | EN |
| Citations received | 9 |
| References cited | 18 |
This study uncovers parents’ advertising literacy and their mediation strategies of influencers’ commercial videos that contain media character merchandise. Thirty-five semi-structured interviews were conducted with parents of preschool-aged children currently living in the United States. Few parents could articulate how influencer marketing works on social media in detail. For a majority of parents, influencer marketing was powerful and alluring but also inappropriate for young children. Popular media characters were limitedly discussed as a strategy to attract young children. While multiple mediation strategies were shared, parents with higher affective and moral advertising literacy tended to practice either restrictive mediation or active mediation. Practical implications for scholars and educators are discussed
Advertising · Business · Character (mathematics) · Influencer marketing · Literacy · Marketing management · Media literacy · Mediation · Pedagogy · Sociology · Child Development and Digital Technology · Digital Games and Media · Impact of Technology on Adolescents · Marketing · Psychology
Demographic Influences on Children’s Media Exposure and Advertising Literacy
Capturing Attention
‘You Have to Understand That They Don't Understand’
Children’s vulnerability to advertising
Ethics in influencer marketing
The development and testing of a pictogram signaling advertising in online videos
What Happens When Parents Find Violence Acceptable? A Case of Violent-Humorous Commercials Targeted at Children
Parents’ individual and social coping with personalized social media advertising targeting children
Children and YouTubers
What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research
Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions
Parental Mediation of Undesired Advertising Effects
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
The Discovery of Grounded Theory
How caregivers perceive and mediate children’s books featuring media characters in the United States
Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures
Mediating social media use
| Unique citing works | 9 |
|---|---|
| Citations per year | 3 |
| Citation span | 2023 - 2026 (4) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 9 |