The purpose of this paper is to examine parental perceptions of the impact of children's internet usage in the Republic of Cyprus.
The measures for the survey are synthesized from the existing literature. The paper looks at how Cypriot parents' attitudes lead them to empower their children's use of the internet. It also explores whether parental attitudes act as an obstacle in restraining children's usage of the internet, and their rationales.
The research findings highlight the importance of children's internet protection in relation to the role of parents. Apart from virus concerns and governmental promotions strategies as main barriers to children's internet usage, the engaged family time is found as a unique barrier to retard internet adoption in Cyprus.
One of the limitations of this paper is that the data are limited by use of non‐probability quota sampling with only the views of parents, which may limit the generalization of the results.
The paper contributes to the marketing literature on children internet usage and the roles of parents and governmental promotion strategies related to internet adoption.
