...Arantxa Vizcaíno-Verdú; Bárbara Castillo-Abdul; Luis M. Romero-Rodríguez Purpose This paper aims to examine children’s and adolescents’ “Get Ready With Me” beauty videos on TikTok as a visibility-driven form of consumer socialization. Guided by four research questions, the authors analyze how...

...Leah Watkins; Robert Aitken Purpose The purpose of this study is to understand the nature of children’s consumer competence and the role that parents play in its development. Design/methodology/approach A total of 15 parent/children dyads provided a novel and participatory approach. Children...

...Cheryl Greyson; Sara Spear Purpose This study aims to explore how power dynamics affect research with children, focusing on how the projected and perceived role of the researcher and the use of participative techniques, can mediate power relationships between the researcher and child, and impact...

...Randi L. Priluck; Stephen F. Pirog; Joseph Z. Wisenblit Purpose The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands...

...Niromi Seram; Dulshani Nimesha Maduwanthi Purpose Adjustable children’s clothing is being acknowledged as the best solution worldwide to reduce the unnecessary squandering of money and accumulation of waste materials in landfills because provision for size adjustment helps to increase the lifespan...

...Sharuti Choudhary; Subhadip Roy Purpose This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type...

...Agata Trzcińska; Katarzyna Sekścińska; Dominika Maison Purpose This study aims to focus on the possibility of promoting saving behaviors in children by activating a future time perspective (TP) in their thinking. Design/methodology/approach An experimental study of 8- to 11-year-old children...

...Ann-Marie Kennedy; Martin K.J. Waiguny; Maree Alice Lockie Purpose This paper seeks to explore the functions of Christmas mythemes for children’s consumption culture development. In addition, the purpose of this study is to provide an insight on the development of Central European Children...

...Oscar Robayo-Pinzon; Sandra Rojas-Berrio; Patricia Núñez-Gómez; Blanca Miguélez-Juan; Ligia García-Béjar Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act...

... was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing. Findings The study shows...

...Suzanna Opree; Moniek Buijzen; Eva van Reijmersdal Purpose The aim of this study is to determine which of previously used survey measures can be considered the most appropriate to assess children’s advertising exposure. First, three levels of content specificity for assessing children’s exposure...

...Robert James Thomas; Gareth Reginald Terence White; Anthony Samuel Purpose The purpose of this paper is to explore the social and personal drivers of co-creation in children. Design/methodology/approach A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event...

...Anjali Malik; Ambika Prasad Nanda; Rajeev Kumra Purpose The marketing of immersive and competitive online gaming products has proliferated in recent times. Consumption has also shown a substantial increase, especially among children. Such elevated levels of gaming have adversely affected...

...Leah Watkins; Rob Aitken; Jess Ford Purpose A sustainable future requires that we empower our children to not only make green consumer choices but also consider the wider issues of sustainable consumption. This paper aims to investigate suitable measures to evaluate children’s sustainable...

...Kristien Daems; Freya De Keyzer; Patrick De Pelsmacker; Ingrid Moons Purpose The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude...

...Monica Chaudhary Purpose Children are becoming consumers at younger ages; a variety of influences and experiences shape their as well as their family’s consumer habits. With the changing economic scenario, power has been shifting toward the new emerging economies. These nations are rapidly...

... can be contacted at: Caitlyn.Miller@lsus.edu 06 11 2017 26 03 2018 09 04 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Television Advertising Parents Children Parental control Rating system Many researchers...

...Riccardo Curtale Purpose The purpose of this study is to implement an innovative approach to analyze children’s impact on family decisions. Furthermore, a new strategy to collect children’s preferences is shown to reduce the lack of children’s voices in the tourism literature. Design...

...Monica Chaudhary; Suhail M. Ghouse; Omar Durrah Purpose 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...

...Wonsun Shin Purpose The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental...