
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
- Young children, Advertising processing, Advertising literacy, Kidfluencers, Parental strategies, Preschoolers, CONSUMER SOCIALIZATION, PERSUASION KNOWLEDGE, PERCEPTIONS, RECOGNITION, MEDIATION, MESSAGES, MODEL, FOOD, COPE
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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, vol. 24, no. 1, 2023, pp. 74–94, doi:10.1108/yc-04-2022-1507.
- APA
- Loose, F., Hudders, L., De Jans, S., & Vanwesenbeeck, I. (2023). A qualitative approach to unravel young children’s advertising literacy for YouTube advertising : in-depth interviews with children and their parents. YOUNG CONSUMERS, 24(1), 74–94. https://doi.org/10.1108/yc-04-2022-1507
- Chicago author-date
- Loose, Femke, Liselot Hudders, Steffi De Jans, and Ini Vanwesenbeeck. 2023. “A Qualitative Approach to Unravel Young Children’s Advertising Literacy for YouTube Advertising : In-Depth Interviews with Children and Their Parents.” YOUNG CONSUMERS 24 (1): 74–94. https://doi.org/10.1108/yc-04-2022-1507.
- Chicago author-date (all authors)
- Loose, Femke, Liselot Hudders, Steffi De Jans, and Ini Vanwesenbeeck. 2023. “A Qualitative Approach to Unravel Young Children’s Advertising Literacy for YouTube Advertising : In-Depth Interviews with Children and Their Parents.” YOUNG CONSUMERS 24 (1): 74–94. 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. 2023;24(1):74–94.
- 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, vol. 24, no. 1, pp. 74–94, 2023.
@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 = {{Young children,Advertising processing,Advertising literacy,Kidfluencers,Parental strategies,Preschoolers,CONSUMER SOCIALIZATION,PERSUASION KNOWLEDGE,PERCEPTIONS,RECOGNITION,MEDIATION,MESSAGES,MODEL,FOOD,COPE}}, language = {{eng}}, number = {{1}}, pages = {{74--94}}, title = {{A qualitative approach to unravel young children’s advertising literacy for YouTube advertising : in-depth interviews with children and their parents}}, url = {{http://doi.org/10.1108/yc-04-2022-1507}}, volume = {{24}}, year = {{2023}}, }
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