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This study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.

An experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.

The authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.

According to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies’ potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial implications for both brands.

A leisure centre-based survey was used to collect information on children’s attitudes, evaluations of fit and consumption intentions of co-branded products.

The findings confirm that co-branding strategies may have a very positive impact on attitudes towards partner brands, intentions to consume co-branded products and the host brand. They also indicate that consumption intentions for other products from the host product category are enhanced. From a theoretical perspective, the study stresses the essential mediating role of brand fit. Indeed, this construct appears to enable preadolescents to integrate simultaneous evaluations of two brands while constructing their attitudes towards one product. The asymmetric spill-over effect is also confirmed, with the non-familiar (weaker) brand benefiting more from the co-branding than the familiar (strong) brand.

The main limitations pertain to the small sample size and the absence of direct behavioural measures that could be added through later research. It would also be interesting to study further the concept of fit and the nature of the underlying mediating process (cognitive vs affective) among the target audience, as well as to analyse the impact of the various types of co-branding (functional vs symbolic).

The derived guidelines suggest how non-familiar brands to the pre-adolescent target (including retailers’ brand) may expand their businesses through successful alliances with a more familiar brand that is viewed favourably.

In this study, concerns were high to select a co-branded product that does not harm children’s health, to the contrary (vegetable soup with cheese). The results demonstrate that the tactic may increase the target’s intentions to eat products that it would not necessarily fancy (as often the case for healthy products) while contributing to the positive development of economic actors. In this, the paper shows that economic interests should not always be opposed to social welfare.

This study investigates the very popular strategy of brand alliance among an original target (eight-to 12-year-olds) and identifies the original process through which preadolescents appraise two brands that endorse one product, a unique marketing context. This represents an important starting point to further studies on brand alliances.

This paper aims to investigate the relationship between legitimate and expert social power types of preadolescent children on the influence perception in their mothers’ purchasing behavior in Peruvian toy stores. The literature review takes into consideration the concepts of social power and the influence on family behavior to then focus on social power within family behavior with the purpose of mainly developing four hypotheses regarding purchasing behavior.

The methodology followed a non-experimental transversal correlational-causal design. A pilot sample size of 67 cases was used. The sample was based on an objective population of Peruvian mothers of families that live in northern Lima and that go to purchase toys to major shopping centers with their children aged 8-11 years.

The results show that the expert social power, as well as the legitimate social power, has a strong relationship. In addition, both social powers have an impact on the influence perception in purchasing child-mother, but not on the influence perception in purchasing mother-child. Moreover, the test of moderation of the expenditure level on toy purchases did not have an effect on the context that was studied.

The contribution shows that important changes are happening in the consumption behavior on the aspect of children influencing mothers, and that for Latin American contexts, the level of expenditure still does not crucially affect the causality demonstrated.

The study aims to determine the contributions of universal school-based educational programs to the current and future worldwide youth mental health condition.

A systematic search was conducted in accordance with the PRISMA 2020 guidelines. Academic education and health databases including ERIC, Education Database, APA PsycInfo, APA PsycArticles, Psychology Database, and PubMed were used. Characteristics and outcomes of educational interventions developed in school settings and education potential for mental health promotion were examined.

Universal school-based mental health educational programs positively affect preadolescents and adolescents. The study review provided further insight into educational programs' characteristics and identified two primary curricula foci: mental health education and development of resiliency traits and skills.

Research on mental health promotion using a pedagogical approach is rare as most studies focus on mental health symptomatology and psychotherapy techniques training.

This paper reports on the ways in which a group of middle school students who received character education in elementary school define and experience character. The research was designed to improve our understanding of the meanings that the children ascribe to their character lessons in the long term, and to determine whether they see connections between these lessons and their experiences with character in middle school. The data come from interviews with 24 children who attended five different elementary schools in one town that used the Character Counts! curriculum at the time of the study. The students were questioned about their understanding of the curriculum and their own personal experiences with character-related issues in middle school. The results demonstrate that the elementary school character lessons are carried forward. Children are able to recall the formal meaning of many of the character traits that they studied. As they graduate to middle school, however, peer culture assumes an increasingly important role and their lived experience of character become more complex. Thus, the preteens studied here are actively working to reconcile the differences between character as a “learned,” and then a “lived” experience. While maturation and character lessons received beyond school may confound these findings, the results presented here suggest the need to bridge, and then perhaps adapt character programming to empower adolescent input and embrace the role of peer culture in defining and then redefining character.

Purpose – In this chapter, we examine an extended gossip dispute event, in which a peer group of 11-year-old girls take action against a girl who has reported about school bullying to the teacher by examining how the accused girls construct their own sociopolitical order away from the adults.

Approach – The analysis draws on ethnographic fieldwork within a Swedish multiethnic school setting combined with detailed analysis (conversation analysis and membership categorization analysis) of children's language practices.

Findings – It is found that the school's bullying intervention practice sets the stage for a trajectory of a gossip dispute event in which the accused girls work out their own version of the telling as snitching, reallocate blame, and project the future consequences for the girl being accountable for the telling. A moral order emerges via the organization of social actions, alignments, occasion-specific identities, and pejorative person descriptors, rendering the event of telling the teacher a disastrous move for the targeted girl. The micro-politics of the extended gossip dispute is pervasive in terms of how the accused girls strengthen social alignments of power, depict the transgressor by categorizing her as insane, and remedy the norm breaches through justifying their own actions.

Social implications – The success with which the girls here manage to turn the school's bullying intervention practice into a system of retaliation emphasizes the need for highlighting the micro-politics, of children's everyday practices away from adults.

The majority of previous studies on parental feeding practices have focused on the effect of controlling feeding strategies on child eating and weight (i.e. parental influence on children). The present study turns the arrow in the opposite direction, and it aims to test a child-responsive model by exploring the process in which child weight status might influence parental feeding practices, addressing potential mediating effects of parental concern for child weight (i.e. child influence on parents).

A cross-sectional survey was performed among parents of 10- to 12-year olds (n = 963). The survey questionnaire included measures of parental feeding practices and parents’ reports of child weight and height. Stepwise regressions were performed to reveal potential mediating effects of parental concern for child weight status on the associations between child BMI and a wide range of parental feeding practices.

Our results suggest a mediating effect of parental concern for child overweight on the associations between child body mass index and controlling feeding practices such as restriction for weight and health purposes and responsibility for determining child portion sizes.

This study provides an extension of previous research on parental feeding–child weight relationship. It includes a wider spectrum of feeding variables, and integrates parental concern for both child who is overweight and child who is underweight as potential mediators of the associations between child weight and parental feeding practices. Moreover, it has its focus on preadolescent children, while previous studies have focused on infants and young children.

Health literacy is a key international public health goal. Conceptualising health literacy as an asset highlights the importance of fostering a health literate youth for the benefit of future generations, yet research has predominantly focused on examining adults’ and older adolescents’ health literacy. This presents a gap for child-centred studies with younger populations. The purpose of this paper is to report the findings from a qualitative study that explored health literacy, in a nutrition context (i.e. nutrition literacy), from primary school children’s perspectives.

The study examined children’s experiences in accessing, understanding and interacting with nutrition information. In doing so, the research employed a socio-ecological framework to understand facilitators and barriers that can influence children’s nutrition literacy. Preadolescent boys and girls aged 11–12 years were invited to take part in the study. At the time of recruitment, students were attending one of three state government schools in a socioeconomically disadvantaged region of metropolitan South Australia. A series of focus groups and individual semi-structured interviews were conducted with 38 participants. Interview data were audio-recorded, transcribed verbatim and analysed using thematic techniques.

Children demonstrated that they accessed and interacted with a variety of sources of nutrition information. Nutrition understandings were derived from the home, school and media environments. Parents and teachers were cited as key influences on children’s interactions with nutrition information and children particularly emphasised the trust placed in their teachers as health “experts.” While the home and school environments emerged as potential settings to develop children’s nutrition literacy skills, the children’s narratives also alluded to potential barriers surrounding nutrition literacy.

This study provides further insight into children’s nutrition literacy. While functional nutrition literacy remains a fundamental starting point, children are interested in opportunities to develop more interactive skills, such as those related to cooking. Opportunities also exist to foster more critical competencies. This research thereby highlights the importance of more integrated strategies to promote nutrition literacy among this population group across multiple settings.

Purpose: The purpose of this study is to assess the effect of social isolation of minors with a parent or grandparent suffering from amyotrophic lateral sclerosis (ALS) and to determine whether the psychological support offered by an Italian no-profit association helped them to manage stress.

Methodology: This study followed a qualitative research design. The participants responded to in-depth interviews that were processed with inductive thematic analysis.

Findings: Five themes emerged: feedback on the psychological intervention; learning and changes after the intervention; discourses on illness and death in the family; experiences and difficulties during the lockdown and suggestions for other peers who might face the same situation.

Social Implications: Psychological support is necessary for these minors, and it helped them to manage both the stress of living with ALS and the limitations of social relationships during the pandemic. It showed the importance of authentic and honest communication about illness and death that allowed minors to manage anxiety and fear. Positive reinterpretation of these experiences by transforming them into opportunities was also revealed.

Originality: Studies on families with ALS patients are numerous, but studies on children of these patients are still rare, and no study has investigated the impact of the COVID-19 pandemic on these children. This research investigated a topic that has not been covered previously and it also provided the opportunity to know how these children, preadolescents and adolescents living in an already complex environment, have experienced lockdown and restrictions. The study also enriched the literature on this important issue.