Parenting “YouTube Natives”: The Impact of Pre-Roll Advertising and Text Disclosures on Parental Responses to Sponsored Child Influencer Videos (original) (raw)
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Journal of Interactive Marketing, 2022
Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure, spoken disclosure, and both written and spoken disclosure, and a control condition—no disclosure. Variance-based partial least squares structural equation modeling in Smart-PLS 3.0 shows that policy makers’ and parental measures to safeguard young consumers from negative consequences of sponsored vlogs can lead to unanticipated effects. While the combination of written and spoken sponsorship disclosure information as well as an active parental mediation style increase cognitive advertising literacy, restrictive parental mediation negatively affects cognitive advertising literacy. ...
In current media environment advertising literacy is much more crucial than past. There are many non-traditional advertising tactics appeared like banners, pop-up advertisements, advergames, advertorials, infomercials, keyword search ads, product placements, spam e-mails and also commercial endorsements of users social network sites like; Instagram, Twitter, Youtube (Borchers, 2015). Sometimes advertising is disclosed in the case of banners and pop-up advertisements but sometimes like advergames and product placements, persuasion intent is not revealed to receiver, persuasion target. Consumer as a persuasion target has always main part of the advertising literacy studies as like advertising. However new deep inquiries has been developed in that particular area. Constructivist approach to advertising literacy (Borchers, 2015), the persuasion knowledge model (Fiestad & Wright, 1994) and uses and gratifications model are main base of that newly emerged area. So with that hectic consumer and advertiser’s environment how can we define and understand parents and their children’s responses to newly emerged online environment? We will discuss and make new assumptions about this particular parent-child persuasion knowledge development and try to inquiry old and new theories in this blurred lines age between commercial and non-commercial content. In that case our main focus about the mathematical theory of communication (Shannon, 1948), Parents’ lack of familiarity with the content (Cornish, 2015), Children’s understanding of advertisers’ persuasion (Rozendaal, Lapierre, van Reijmersdal, & Buijzen, 2011), and lastly “Identification of Commercial Intent and Persuasion Outcomes in Advergames” (Waiguny, Nelson, & Terlutter , 2014) to reveal the effects of non-traditional advertising in the case of figure out parent-child persuasion knowledge relationships. In the end we want to gather our most of information and testing this last implements of advertising researches by ad supported mobile apps.
Journal of Current Issues & Research in Advertising, 2016
Research indicates that parents have a limited understanding of advergames. This study examines the effects of advertising disclosures and cognitive load on parents' activation of persuasion knowledge for a children's advergame. While parents exposed to any advertising disclosure reported higher levels of persuasion knowledge, a single-modality disclosure resulted in more persuasion knowledge activation than a dual-modality disclosure. Additionally, parents who experienced more cognitive load during advergame play reported less persuasion knowledge than parents who experienced less cognitive load. In support of and in contrast to extant literature, our findings offer both theoretical and managerial implications. Advergames embed products and/or product advertising into already existing media platforms or vehicles (Petty and Andrews 2008) and do not delineate between the commercial and program content. As such, advergames may be viewed as a form and extension of covert marketing whereby consumers are exposed "to brands by embedding them into outlets not typically considered advertising terrain" (Wei, Fischer, and Main 2008, 35). Such tactics may inhibit consumer skepticism toward the communication's persuasive intent and serve as an attempt to overcome potential distrust of the message source (Tanaka 1994/1999; Kaikati and Kaikati 2004). With the trend of children ages 6 to 12 years favoring online gaming, it is no surprise that parents' attitudes toward the use of digital technologies, which include the Internet and Internet-capable devices, are seen as positives for family connectedness (eMarketer.com 2013). However, children aren't always under their parents' supervision when online. Children frequently encounter and engage with commercial content found in advergames, which are distinctly different from traditional television advertising and in-game advertising due to their immersive nature (Evans, Carlson, and Hoy 2013). Existing research has demonstrated that children have difficulty understanding the commercial nature of advergames (Mallinckrodt and Mizerski 2007; An and Stern 2011; Owens, Lewis, Auty and Buijzen 2013). However, given the highly integrated commercial and entertainment content in advergames, Evans et al. (2013) state that "adults' recognition of and defense against the persuasive intent in these immersive forms of advertising may also be hindered by the integrated and hidden nature therein" (229). While parents may more closely supervise their child's online time (Eagle 2007) and overestimate their control over such activities online (Livingstone and Bober 2006), "it is unclear how much oversight parents actually give to their children's activities in commercial websites" (Moore and Rideout 2007, 213).
Parental Awareness and Attitudes of Digital Media Advertising to Children
Parental Awareness and Attitudes of Digital Media Advertising to Children, 2020
Children today are very comfortable using electronic technology, Internet, on line games and digital platforms. The dominant portion of the on line content is consumed via their parent's technological devices. Knowing that children are not able to recognize media content from intentional advertising, raises the complex question of whether and how Internet advertising can be regulated and how children can be protected. The negative implications of children's exposure to on line advertising can be categorized in: financial and psychological, and are summarized but not limited to: obesity, anxiety paired with influence over domestic spending's, psychological and ethical issues. This raises the complex question of whether and how Internet advertising can be regulated and how children can be protected form the negative implications. The majority of research are focused on institutional regulations and industrial limitations but the importance and the role of the parents as a regularity mechanism is underestimated. The theory recognizes that certain parental style differ on how they view online exposure of their children and that influence their role in the process on regulation children exposure on online advertising. From the other side digital literacy of the parents is very important milestone in the proses positioning the parents in a role of as a self-regulation mechanism of children exposure. The industry and the regulators should be alerted for this matter in all parts of the world, since this issue is rising negative implication.
Frontiers in Psychology
Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan's World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children's brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.
Children's Interaction with YouTube Content from Parental Viewpoint
Contemporary society meeting ICT challenges and issues, 2022
There has been an increase in the amount of time that children spend consuming digital media since the breakout of the COVID-19 pandemic, with YouTube videos being one of the most frequently used sources of fun and education. Despite the fact that YouTube has a plethora of affirmative and didactic contents, provides different perspectives on various issues, as well as a wide range of creative ideas for children and teenagers, recent studies suggest that children mostly watch videos with inappropriate content or content with product placement that aims at gaining more views, leading to greater profit and listing in recommended feeds. In this regard, parents as the first educators of their children can play a significant role. Therefore, the aim of this research was to determine what kind of contents children follow on YouTube and explore the role of parents in choosing and controlling the content that children watch. The questions addressed in this research relate to whether children watch entertainment or educational content available on YouTube, and whether in that process they are exposed to the (c)overt advertising, and to what extent. For that purpose, a questionnaire was designed, distributed online and filled in by parents. The results provide insight into how parents perceive children's watching of YouTube videos, their own monitoring role regarding children's interaction with YouTube videos, and their assessment of the videos' educational value. The results also show that young children primarily watch entertainment rather than educational contents.
2012
This study investigates the persuasion knowledge of children of integrated advertising formats, more precisely of product placement, advertiser funded programming (AFP) and advergames. Based on qualitative research with 42 children (between 4-12 years old) the results show that children have difficulties recognizing and understanding the persuasive intention of the integrated commercial content. Especially for product placement this seemed to be hard, for all age groups. The ad recognition and understanding of AFP was highest. For advergames the results show that children could recognize the ad embedded in the game, but had problems in understanding the underlying commercial intention of it.
Branding Kidfluencers: Regulating Content and Advertising on YouTube
Television and New Media, 2021
This paper analyzes emerging shifts in YouTube, advertising, and children's digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. Our analysis reveals the company's strategic use of legacy media industry power, networks, and expertise to transform YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. We further argue that Pocket Watch's newly formed advertising division, Clock Work, exploits its child partners through problematic native advertising and host selling practices. The strategies implemented by Pocket Watch and other similar emerging companies may therefore act as a litmus test for how governmental regulation and platform policy changes will impact the evolving landscape of children's digital media as commercial forces increasingly groom a growing number of young children to shift from YouTube stars to global brands.
Journal of Advertising, 2009
Online advertisers are increasingly enjoying the ability to target messages to specifi c segments based on information collected at Web sites. Information collection, particularly from children, has been an ongoing concern of regulators, consumer advocates, and advertising industry organizations. Although the U.S. Federal Trade Commission (FTC) has advocated the implementation of safeguards (such as warnings, threats, and barriers) designed to limit children's online disclosure of sensitive information, little research to date has examined the effectiveness of these safeguards. We address this issue by fi rst examining the current state of online safeguards for Web sites that target preteen children, a group shown to be particularly vulnerable to the persuasive efforts of marketers. We then present a quasi-experimental investigation of online safeguard types and how their effectiveness in limiting preteen information disclosure is moderated by the mediation strategies of parents. Implications for advertisers, policymakers, parents, and educators are discussed.