Parents’ Responses to Child-Targeted Influencer Advertising
An Investigation Using the Persuasion Knowledge Model
Bibliographic Data
| ID | 21737862 |
|---|---|
| Authors | Jessica Castonguay (Temple University, corresponding author), Nicole M Messina (0000-0002-9002-1854, Temple University), Nicole Messina (0000-0001-9915-631X, Temple University) |
| Year | 2022 |
| Volume | 22 |
| Issue | 1 |
| Pages | 42-56 |
| Publication date | 2022-01-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Interactive Advertising (JOURNAL) |
| Journal identifiers | ISSN: 1525-2019 • E-ISSN: 1525-2019 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15252019.2022.2028202 |
| OpenAlex | W4214876402 |
| Language | EN |
| References cited | 52 |
Research in the field of children and media has long had a heavy focus on children’s understandings and evaluations of advertising, noting the importance of parental mediation to protect children from unfairly being influenced. However, little is known regarding parents’ own understanding and evaluations of advertising, particularly in newer and more subtle media formats. This study therefore uses the persuasion knowledge model (PKM) to investigate parents’ responses to influencers’ product placement in YouTube videos, as well as whether this is associated with greater monitoring of children’s social media use and/or more negative evaluations of promoted brands. Findings suggest that most parents judge product placement in influencers’ YouTube videos to be generally appropriate and evaluate promoted brands positively as long as they find the content of the video appealing. They also engage in parental mediation, particularly when their own Internet skills are sufficient. Theoretical and practical implications are discussed
Advertising · Business · Influencer marketing · Mediation · Persuasion · Social media · Sociology · The Internet · Child Development and Digital Technology · Computer Science · Impact of Technology on Adolescents · Psychology · Social Media and Politics · Social Psychology · Marketing
Parental Mediation of Children's Internet Use
Disclosing sponsored Instagram posts
Developing a scale to assess three styles of television mediation
Reducing Harm From Media
Identifying and Explaining the Relationship Between Parental Mediation and Children's Aggression
How and Why Parents Guide the Media Use of Young Children
Media Use in School-Aged Children and Adolescents
Null
Digital marketing of unhealthy foods to Australian children and adolescents
The development of social knowledge
Exploring How Disclosure Works for Listicle-Style Native Advertising
Evaluating Adolescents’ Responses to Internet Ads
Comparing Children's and Adults' Cognitive Advertising Competences in the Netherlands
Some Contemporary Approaches
The effects of television and Internet food advertising on parents and children
Internet literacy
In Words and Deeds
From persuasive messages to tactics
Spreading Inoculation
Shifting Roles, Enduring Values
Plugged In
The Persuasion Knowledge Model
Parental Style and Consumer Socialization of Children
Consumer Socialization of Children
| Citation velocity | historical |
|---|---|
| Highly cited | No |