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A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents

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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)

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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}},
}

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