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Article
Publication date: 28 October 2022

Femke Loose, Liselot Hudders, Steffi De Jans and Ini Vanwesenbeeck

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…

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.

Details

Young Consumers, vol. 24 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Book part
Publication date: 1 February 2021

Natalia Kucirkova

Abstract

Details

The Future of the Self: Understanding Personalization in Childhood and Beyond
Type: Book
ISBN: 978-1-80043-945-0

Abstract

Details

The Future of the Self: Understanding Personalization in Childhood and Beyond
Type: Book
ISBN: 978-1-80043-945-0

Book part
Publication date: 7 March 2022

Nichole Hugo

Children are not only capable of learning and adopting sustainable behaviours but also can be influencers and sustainability actioners to motivate others to make these behaviour…

Abstract

Children are not only capable of learning and adopting sustainable behaviours but also can be influencers and sustainability actioners to motivate others to make these behaviour changes in their communities and around the world. Their ability to reach wide public audiences is a result of globalised social media platforms and increased visibility through documentaries and TV shows. This not only allows them to reach out to their peers but also to influence people of multiple generations to incorporate sustainable practices into their daily routines. Schools systems are also understanding the importance of embedding lessons and extracurricular activities with sustainable themes, which allows students to use their creativity to explore these topics further. National and global organisations are encouraging children and youth to spread messages of sustainability through competitions, which gives them the opportunity to use resources from well-funded organisations to help spread their message. These multi-faceted opportunities give children a variety of ways to utilise their skills and creativity to reach a wide and diverse audience.

Details

Children in Sustainable and Responsible Tourism
Type: Book
ISBN: 978-1-80117-657-6

Keywords

Article
Publication date: 5 June 2019

Erin M. Casey and Jay H. Casey

Development of economic understandings fosters the growth of democratic citizenship competencies. Elements of popular culture should be recognized for the influence they have on…

Abstract

Purpose

Development of economic understandings fosters the growth of democratic citizenship competencies. Elements of popular culture should be recognized for the influence they have on children’s economic decisions. Children should learn of the concept of popular culture to regulate its effect on their habits and understand how it has shaped the lives of people throughout history. The paper aims to discuss these issues.

Design/methodology/approach

Using a C3 inquiry investigation, this study explored if students from fifth grade to kindergarten could be engaged in higher-level thinking about economic concepts through the analysis of elements of popular culture in historical primary sources and then continue that analysis into popular culture of their own lives. Analyses of students’ discussions during each stage of the study provide descriptive statistics and themes to reveal understandings.

Findings

Results imply that children can successfully engage in document analysis and creation of accurate present-day popular culture artifacts and that children in second grade and above were subsequently influenced in their economic understandings about spending and saving money from popular culture analyses. Children in first grade and kindergarten were not successfully able to express these deeper connections, which may be explained by cognitive theory offered for this age range.

Originality/value

This research offers a unique way of combining the analysis of historic and present-day primary sources in order to understand the influences popular culture can have on economic-based behaviors. Novel approaches, which use the C3 framework to engage students in higher-order thinking of social studies disciplines, will help build stronger democratic citizenship competencies in children.

Details

Social Studies Research and Practice, vol. 14 no. 1
Type: Research Article
ISSN: 1933-5415

Keywords

Article
Publication date: 22 July 2022

Jin Xue and Matthew Tingchi Liu

Live streaming sales (LSS) is an emerging and flourishing practice in the retail industry. While its implementation has been pervasively attempted, there is a lack of systematic…

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Abstract

Purpose

Live streaming sales (LSS) is an emerging and flourishing practice in the retail industry. While its implementation has been pervasively attempted, there is a lack of systematic and academic exploration of the practice. Therefore, the aim of this study was to investigate the LSS ecosystem and its development through a literature review and an industry analysis. Moreover, by pinpointing the pitfalls in current practices, this paper presents the practical implications of LSS and provides recommendations and directions for future academic exploration.

Design/methodology/approach

The aim of the present study was to investigate the developing trajectory, exclusive elements (such as multi-channel networks (MCNs) and live streamers) and other critical components of the LSS ecosystem using a mixed-methods approach that comprises content analysis of newspaper articles and press releases, literature view and industry analysis.

Findings

The results of the analyses indicate the presence of several nonfungible modular components in the LSS ecosystem, including upstream suppliers, MCNs, live streamers and platforms. It was also found that inequalities and hierarchies are inherent to the LSS ecosystem as it currently exists: low-end participants in the LSS industry and small- and medium-sized enterprise owners, who constitute the majority of LSS practitioners, cannot reach the break-even point via LSS hosted by top-level live streamers or others (low-level live streamers, employees, etc.).

Originality/value

This article discusses the LSS ecosystem based on the nature of the nonfungible modules within it. In addition, it discusses the modules (roles) and relationships among them based on the theory of ecosystem developed by previous studies. Furthermore, drawing from an analysis of the pitfalls in the LSS ecosystem, this article highlights strategies for two critical e-commerce processes: 1) choosing which type of LSS to apply based on the factors of brands, products and consumers and 2) integrating LSS to optimize post-sale service and appeal to the sustainability of development.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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