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The purpose of this paper is to investigate the mediating role of self-esteem in the relationship between parent-adolescent relationship and adolescent compulsive buying behaviour. Using a sample of 300 adolescents (15-18 years) in India and the structural equation modelling technique, the findings reveal that self-esteem mediates the relationship between parent-adolescent relationship and adolescent compulsive buying behaviour.

The present study is the first to experimentally manipulate important parent-adolescent relationship and measures its impact on compulsive buying among a sample of 15-18-year old adolescents. Next, the authors investigate the mediating role of self-esteem for the above relationship. Confirmatory factor analysis and structural equation modelling have been used in the study.

The study also establishes that familial conflict and cohesion acts as major sources of adolescent compulsivity. The authors have also examined the mediating role of self-esteem on the above relationships and found that adolescents’ compulsivity varies with the level of self-esteem (i.e. higher level of self-esteem leads to lower levels of adolescents’ compulsivity). The practical and theoretical implications are discussed within the context of adolescents’ compulsivity.

The study makes some inimitable and significant contributions to the literature. It portrays one of few studies to investigate compulsive buying during adolescence period – a hard to reach population. Here authors experimentally manipulate parent-adolescent relationship to investigate its impact on compulsive buying. The study’s findings in regard to mediating effect of self-esteem on the parent-adolescent relationship and adolescents’ compulsive buying behaviour suggest that compulsive buying begins during adolescence period and is a common coping strategy for both boys and girls.

This paper aims to identify the perception levels of the child and parents towards the child’s influence on different product categories and stages of the family buying process in an Arab country Oman.

On the basis of the research gap identified from the literature, two separate bilingual questionnaires (parent and child) in English and local language (Arabic) were developed. The research commenced with a pilot study on 10 school students followed by contact with school authorities requesting to conduct a survey on school students 8–12 years of age and data collection through the survey on the students and their parents (either father/mother) during September-November, 2017–2018. Data analysis was made through an independent sample t-test and confirmatory factor analysis was made using AMOS 24.

A model was proposed incorporating three product categories as noisy, quiet and loud goods and perceptions of Arab parents and children were examined for the three stages of the family buying process. The findings of the study reveal that significant differences exist in child-parental perceptions on the child’s influence in the search, evaluation and final buying stages. The mean score among the three product categories was highest for noisy goods (Mean = 3.21, SD = 0.817) while in the case of buying stages, the mean of the final buying stage was highest (Mean = 2.11, SD = 0.514).

More research studies are required in the Arab context, especially bringing in the social status of parents to justify their different shopping behaviours. This analysis is based on the perceptions of the tweenager segment, adding perceptions of the teenage segment could generate better research implications.

The research will serve as a base to consumer marketers in understanding distinct features of Arab tweenagers towards different products and will aid them in designing appropriate marketing strategies targeting parents and children in the Arab region.

After an extensive review of the consumer literature, it is assumed that almost no research study has been made examining parent-child perceptions towards the different product categories and buying stages targeting traditionally oriented families in the Arab region.

Young children, often called as teenagers (13-14 years) and tweenaged (8-12 years), are the new potential game changers for the big corporate. This paper aims to analyze Arab children’s influence for various products and services and across different buying process stages. The primary survey was conducted to capture a child’s role in family decision-making by analyzing their consumer socialization, influencing strategies and their influence across various products and buying stages.

Based on the review and the research gap, a bilingual questionnaire in English and Arabic language was developed. The research study was organized in three stages. It commenced with a pilot study conducted with ten school students in the age group of 8-10 years. The second stage involved contact with the schools by telephone to brief them on the purpose of the study and to request the participation of their students. The last stage was based on the survey conducted in the time period of September-November 2016-17.

Almost 25 per cent of the children surveyed prefer to buy stationary and books after discussing with their parents. On the other hand, food/beverage is one particular item where children go ahead and buy theses item themselves even without discussing with their parents (42.50 per cent of the total respondents). As per children’s perception, they are most influential in the final decision stage (mean = 1.84 and SD = 0.499), followed by search and evaluation stage (mean = 1.80 and SD = 0.441) and start stage (mean = 1.79 and SD = 0.488).

Further research is needed in Arab countries, especially with parents of different social status, as their shopping behaviour is expected to differ. Also, as this analysis is based on child’s perception, parents’ views must also be analyzed for better results.

The is the first-of-its-kind research in the Gulf region. This empirical research highlights the need for global marketers to understand the distinct features and identity of a young Arab consumer. Despite Oman being a very traditional culture which emphasizes on conformity to group norms and social acceptance and hence confirms to collectivistic culture, where kids are supposed to be obedient, there is this new wave of super energetic, more informed young kids who take their own consumer decisions.

After going through the extensive literature review of different countries/cultures, there has been very clear understanding that despite being an important family member, almost no research has been focussed on kids in gulf nations.

The purpose of this paper is to examine and evaluate the spending patterns and buying behaviors of two different age groups of young Kazakhstan consumers. In addition, this research seeks to analyze the importance Kazakh parents give to their children's opinion on purchasing different products.

After a thorough revision of related literature on young consumers, the researchers used two types of questionnaires, and in‐depth personal interviews with 400 young Kazakhstan consumers in the 10‐14 and 15‐18 age groups and 100 Kazakh parents. The collected data were summarized, coded, and controlled by using SPSS 13.0 and Microsoft Excel software packages and analyzed by using frequency distribution.

Sixty‐one percent of the 10‐14 and 84 percent of the 15‐18 age groups of young Kazakhstan consumers receive weekly pocket money of below 250 Kazakh tenge and above 1,000 tenge, respectively, from parents. Related to spending patterns, 78 percent of 10‐14 age group children spend 74 percent of their pocket money for entertainment and food as against 50 percent in the 15‐18 age groups. The study found that 90 percent of parents in both the age groups took into account the opinions of their children when purchasing different household products and services.

The city (Almaty) selected for this study is highly developed culturally, socially and economically when compared with the remaining parts of Kazakhstan.

The current study sheds light on the buying behavior of young Kazakh consumers along with parents' opinions and provides useful information for the corporate world when targeting and communicating with young people.

The paper offers insights about the complex patterns of youth attitudes in a former Soviet Socialist country which is changing its nature toward a market oriented economy. This is a pioneer work on the buying behaviors of young Kazakh consumers which is additionally useful to the academic world.

With a focus on the purchasing behaviour of parents buying luxury brands of infant apparel, this paper considers the concepts of buying roles, conspicuous consumption/social consumption motivation, and materialism. A survey of 134 mothers who had purchased luxury brands of clothing for their infants found that parents are motivated by the good quality and design associated with the luxury brands. The relationship between the amount of money spent by parents on luxury brands of infant apparel and social consumption motivation was not significant. However, interviewees who spent more on luxury clothing brands for their infants were determined to be more materialistic. It is thus recommended that marketers should emphasise the good quality and design of their luxury brands of infant apparel. In addition, marketers should promote the materialistic values of purchasing luxury brands of infant apparel, showing that buying luxury brands of infant apparel may be a route to happiness, rather than being a route for impressing others.

The present study investigates the antecedents of sharenting, underlying strategies to mitigate the privacy risks of sharing children's personally identifiable information (PII) and majorly explores the relationship between sharenting activities of the parents and their buying behaviour. The study corroborates the previous studies in an advanced manner and adds a new construct “sherub marketing” as an effective marketing tool to impact the buying decisions of the parents.

Following interpretative phenomenological analysis, semi-structured personal interviews were conducted towards actively engaged parents on social media. For inferential analysis, responses of 23 parents were analysed with the help of theoretical thematic analysis

The findings uncover the multifaceted reasons persisting behind sharenting activities of the parents and observe a strong relationship between sharenting and buying behaviour of parents. The study results into exploration of sherub marketing as an effective marketing tool to influence the actions of the sharenters.

The study will be of use to both the practitioners and the society as a whole as it indicates the ramification of parental sharing and the role of marketers in influencing the purchasing decisions of the sharenters.

The present study is a novice and untapped area in the literature of interactive marketing and sheds light on sherub marketing as an effective marketing strategy.

This article aims to explore the apparent paradox between the nutritional knowledge of parents of pre‐school children and their actual food purchase and preparation behaviour.

Two separate qualitative data collection exercises were conducted, an exploratory focus group study in the UK and a projective technique study in Australia.

The UK study found that, despite believing that vegetables were good for children's health, mothers also perceived that it was extremely difficult to encourage children to eat them. The results of Australian study suggest that the purchase of unhealthy “treats” or “bribes” is explained through the concept of “expediency” whereas what this study labels as “good parenting” emerged as the main motivational force leading to the purchase of healthy food.

The authors caution on any inappropriate generalisations being based on the findings of this study. Further qualitative and quantitative empirical research is suggested in settings different to those of this study.

The authors suggest that information‐ and education‐based campaigns, which simply emphasise the benefits of “healthy” food and the disbenefits of “unhealthy” food for children will have limited impact on childhood obesity. Instead, future interventions need to acknowledge the complex reality of parenting and the barriers and competition to healthy food choices, and to offer parents meaningful help in food purchasing and preparation. An approach suggested by the authors that acknowledges this complexity is that of social marketing.

This paper provides new insights into the food purchase and preparation behaviour of parents and suggests alternative strategies for addressing the current childhood obesity epidemic.

The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters.

The study uses a structured questionnaire to draw a quota sample of 136 urban Indian parents across four child segments from two Indian metropolitan cities to understand their attitudes towards parenting and the consequent empowerment of their children for actively participating in family purchase decisions around varied children’s product categories.

Exploratory factor analysis reveals five well-defined parental attitudes towards child rearing. The attitudinal factors are used to define three discrete parental clusters, namely, time-pressed parents, child-centric parents and socially influenced parents. The demographic and psychographic profiles of the clusters expose the significant influence of the educated and affluent parents in empowering their children as more active influencers/consumers. The role of children as independent buyers of eatables and toys over other categories is also re-established.

The diversity of Indian parents both in terms of their family structure and attitude towards parenting significantly deliver decisive signals for market-specific segmentation strategies. The uniformity in their shopping frequency and increasing child involvement in family purchases also highlight the opportunities ahead.

Empirical evidences on the growing role of children in family purchases and their transformation into active consumer in an evolving market adds to the existing under-represented family consumption literature with more market-specific insights.

The purpose of this paper is to study the impact of social media and materialism on impulsive buying decisions and real estate. Furthermore, the paper examines whether social media correlates with materialism and provides insights that will facilitate a better economic climate.

The data for the study was collected using an online survey circulated among young immigrants in Canada. A five-point Likert scale was used, followed by structure modeling to test the hypothesis.

The findings reveal how impulsive buying behaviors are influenced by materialism and social media among young immigrants. The data support two hypotheses since it confirms that social media affects the amount of materialistic wants possessed by respondents and that the higher their levels of materialism, the more likely they are to make impulsive buying decisions, especially when it comes to buying real estate.

As the data was limited to Canada, the findings are limited to this region and could vary across geographic regions. The age group was not considered as a huge factor as minors do not always have the purchasing power in terms of housing.

Materialism, social media and impulsive buying may not always lead to purchasing a home spontaneously. However, one must still consider their financial situation before purchasing anything. The findings in this paper will help customers and consumers of social media to understand what truly drives impulsive buying, resulting in unnecessary purchases.

To the best of the authors’ knowledge, this is the first study to examine the factors affecting impulsive real estate buying decisions among young immigrants in Canada, including social media and materialism.

The purpose of this paper is to compare and find the significance of aesthetic standards related to the packaging design of pure milk among two groups of parents and children in order to help the designers and marketers to identify these two groups of consumers well.

The results of questionnaire were used to get the required data. The selected samples were divided into two groups of 110 parents and children aged between seven and 14 years old who responded to the questions. The subjects were compared and evaluated within the convenience stores in the cosmopolitan city of Tehran based on four independent variables as the influential factors in packaging attractiveness. Data were analyzed through the statistical analysis software using the Independent t-test analysis.

The results of analysis showed that all the variables vary significantly among these two groups. Besides, the importance and priority of variables were determined for each group based on the mean score of each variable.

According to the results of this study, it could be concluded that the selection criteria and packaging attractiveness varies among children and parents, and the aesthetic factors of packaging could be used with different priorities for these two groups. And also at the end of research some practical recommendations are presented in order of importance based on parents’ preferences.