A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents
- Author
- Femke Loose (UGent) , Liselot Hudders (UGent) , Steffi De Jans (UGent) and Ini Vanwesenbeeck
- Organization
- Abstract
- Purpose This study aims to examine young children's (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children's social abilities influence the development of their advertising literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40). Findings Results revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children's advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children. Originality/value This study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children's knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account.
- Keywords
- Life-span and Life-course Studies, Economics, Econometrics and Finance (miscellaneous)
Downloads
-
AAM.pdf
- full text (Accepted manuscript)
- |
- open access
- |
- |
- 623.75 KB
Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-8771961
- MLA
- Loose, Femke, et al. “A Qualitative Approach to Unravel Young Children’s Advertising Literacy for YouTube Advertising: In-Depth Interviews with Children and Their Parents.” YOUNG CONSUMERS, 2022, doi:10.1108/yc-04-2022-1507.
- APA
- Loose, F., Hudders, L., De Jans, S., & Vanwesenbeeck, I. (2022). A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents. YOUNG CONSUMERS. https://doi.org/10.1108/yc-04-2022-1507
- Chicago author-date
- Loose, Femke, Liselot Hudders, Steffi De Jans, and Ini Vanwesenbeeck. 2022. “A Qualitative Approach to Unravel Young Children’s Advertising Literacy for YouTube Advertising: In-Depth Interviews with Children and Their Parents.” YOUNG CONSUMERS. https://doi.org/10.1108/yc-04-2022-1507.
- Chicago author-date (all authors)
- Loose, Femke, Liselot Hudders, Steffi De Jans, and Ini Vanwesenbeeck. 2022. “A Qualitative Approach to Unravel Young Children’s Advertising Literacy for YouTube Advertising: In-Depth Interviews with Children and Their Parents.” YOUNG CONSUMERS. doi:10.1108/yc-04-2022-1507.
- Vancouver
- 1.Loose F, Hudders L, De Jans S, Vanwesenbeeck I. A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents. YOUNG CONSUMERS. 2022;
- IEEE
- [1]F. Loose, L. Hudders, S. De Jans, and I. Vanwesenbeeck, “A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents,” YOUNG CONSUMERS, 2022.
@article{8771961,
abstract = {{Purpose This study aims to examine young children's (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children's social abilities influence the development of their advertising literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40). Findings Results revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children's advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children. Originality/value This study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children's knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account.}},
author = {{Loose, Femke and Hudders, Liselot and De Jans, Steffi and Vanwesenbeeck, Ini}},
issn = {{1758-7212}},
journal = {{YOUNG CONSUMERS}},
keywords = {{Life-span and Life-course Studies,Economics,Econometrics and Finance (miscellaneous)}},
language = {{eng}},
title = {{A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents}},
url = {{http://dx.doi.org/10.1108/yc-04-2022-1507}},
year = {{2022}},
}
- Altmetric
- View in Altmetric