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Capturing attention : understanding the dynamics of interactive advertising to engage generation alpha

Liselot Hudders (UGent)
(2025) JOURNAL OF INTERACTIVE ADVERTISING. 25(4). p.423-442
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Abstract
In this essay, I explore the defining features of Generation Alpha, the generation of children born between 2010 and 2025, to better understand the implications for advertising practices. Generation Alpha children are growing up with digital market spaces and tend to prefer digital activities over outdoor play. The complex digital media environment they navigate presents several challenges, which are discussed throughout the essay. I highlight their potential as consumers and examine the implications for advertisers. In particular, I explore the difficulties that advertisers may encounter when targeting this emerging generation of consumers. The essay concludes with a proposed research agenda that outlines a roadmap for engaging the next generation of consumers in a responsible manner, with a focus on safeguarding children's rights.
Keywords
Advertising, artificial intelligence, children, Generation Alpha, kidfluencing, social media, PERSUASION KNOWLEDGE, CHILDRENS RESPONSES, LITERACY, MODEL, DISCLOSURE, DEFENSE, PLAY

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MLA
Hudders, Liselot. “Capturing Attention : Understanding the Dynamics of Interactive Advertising to Engage Generation Alpha.” JOURNAL OF INTERACTIVE ADVERTISING, vol. 25, no. 4, 2025, pp. 423–42, doi:10.1080/15252019.2025.2591720.
APA
Hudders, L. (2025). Capturing attention : understanding the dynamics of interactive advertising to engage generation alpha. JOURNAL OF INTERACTIVE ADVERTISING, 25(4), 423–442. https://doi.org/10.1080/15252019.2025.2591720
Chicago author-date
Hudders, Liselot. 2025. “Capturing Attention : Understanding the Dynamics of Interactive Advertising to Engage Generation Alpha.” JOURNAL OF INTERACTIVE ADVERTISING 25 (4): 423–42. https://doi.org/10.1080/15252019.2025.2591720.
Chicago author-date (all authors)
Hudders, Liselot. 2025. “Capturing Attention : Understanding the Dynamics of Interactive Advertising to Engage Generation Alpha.” JOURNAL OF INTERACTIVE ADVERTISING 25 (4): 423–442. doi:10.1080/15252019.2025.2591720.
Vancouver
1.
Hudders L. Capturing attention : understanding the dynamics of interactive advertising to engage generation alpha. JOURNAL OF INTERACTIVE ADVERTISING. 2025;25(4):423–42.
IEEE
[1]
L. Hudders, “Capturing attention : understanding the dynamics of interactive advertising to engage generation alpha,” JOURNAL OF INTERACTIVE ADVERTISING, vol. 25, no. 4, pp. 423–442, 2025.
@article{01KCH3RW0RG8PKJ9FTGHR1J6E9,
  abstract     = {{In this essay, I explore the defining features of Generation Alpha, the generation of children born between 2010 and 2025, to better understand the implications for advertising practices. Generation Alpha children are growing up with digital market spaces and tend to prefer digital activities over outdoor play. The complex digital media environment they navigate presents several challenges, which are discussed throughout the essay. I highlight their potential as consumers and examine the implications for advertisers. In particular, I explore the difficulties that advertisers may encounter when targeting this emerging generation of consumers. The essay concludes with a proposed research agenda that outlines a roadmap for engaging the next generation of consumers in a responsible manner, with a focus on safeguarding children's rights.}},
  author       = {{Hudders, Liselot}},
  issn         = {{1525-2019}},
  journal      = {{JOURNAL OF INTERACTIVE ADVERTISING}},
  keywords     = {{Advertising,artificial intelligence,children,Generation Alpha,kidfluencing,social media,PERSUASION KNOWLEDGE,CHILDRENS RESPONSES,LITERACY,MODEL,DISCLOSURE,DEFENSE,PLAY}},
  language     = {{eng}},
  number       = {{4}},
  pages        = {{423--442}},
  title        = {{Capturing attention : understanding the dynamics of interactive advertising to engage generation alpha}},
  url          = {{http://doi.org/10.1080/15252019.2025.2591720}},
  volume       = {{25}},
  year         = {{2025}},
}
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