‘Heroes’ and ‘villains’ in the lives of children and young people

Power, Sally; Smith, Kevin

doi:10.1080/01596306.2015.1129311

Cited by 18 publications

(30 citation statements)

References 17 publications

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“…they want to be like him, so they'll think 'Oh, I'll get some Nutella'." This understanding supports the claims of social cognitive theory [24] and research that shows that children wish to copy celebrity lifestyles [94,95]. Advertising that conveys popularity and status from consuming food brands may help viewers to establish their own identities [53], just as watching YouTubers with similar interests and beliefs can (Theme 1).…”

Section: Theme 4: Attitudes Towards Influencer Marketing Are Most Affsupporting

confidence: 65%

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

Coates

Hardman

Halford

et al. 2020

IJERPH

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Exposure to influencer marketing of foods and beverages high in fat, sugar, and/or salt (HFSS) increases children’s immediate intake. This study qualitatively explored children’s understanding of, and attitudes towards, this marketing, to elucidate potential mechanisms through which exposure affects behavior. In six focus groups (n = 4) children (10–11 years) were shown a YouTube video featuring influencer marketing of an HFSS product. Inductive thematic analysis identified six themes from children’s discussions of this marketing: (1) YouTubers fill a gap in children’s lives, (2) the accessibility of YouTubers increases children’s understanding of their actions, (3) influencer marketing impacts all—the influencer, the brand, and the viewer, (4) attitudes towards influencer marketing are most affected by a YouTuber’s familiarity, (5) YouTuber influencer marketing is effective because they are not ‘strangers’, (6) children feel able to resist influencer marketing of HFSS products. Children had an understanding of the persuasive intent of this marketing, and although most were sceptical, familiar YouTubers elicited particularly sympathetic attitudes. Children felt affected by influencer marketing of HFSS products, but believed they were able to resist it. Beyond theoretical insight, this study adds to the growing body of evidence to suggest children’s exposure to HFSS influencer marketing should be reduced.

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Section: Theme 4: Attitudes Towards Influencer Marketing Are Most Affsupporting

confidence: 65%

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

Coates

Hardman

Halford

et al. 2020

IJERPH

View full text Add to dashboard Cite

show abstract

“…For instance, brands may tie (child) celebrities to their products and use them as endorsers. Children look up to these publicly recognized figures who may serve as role-models to them (Read, 2011; Power and Smith, 2017). Brands aim for an image-transfer, hoping that positive associations attached to celebrities will transfer to the brands those celebrities endorse (McCracken, 1989), and children will wish to identify with them as they aspire to be like the celebrity (Kamins et al, 1989).…”

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

2019

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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.

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“…Son katman olan kronosistem ise zaman içinde değişen sosyo-tarihsel olayların ve sosyal koşulların, çocukların gelişimlerini etkilediğini belirten katmandır (Berns, 2012;Doğan, 2000;Kostelnik, Gregory, & Whiren, 2011;Levine & Munsch, 2010 (Griffiths, & Machin, 2003;Hamlen, & Imbesi, 2019;Kampf, & Hamo, 2015;Power, & Smith, 2017…”

Section: Introductionunclassified

“Kahramanın Kim?”: Okul öncesi dönem çocuklarının kahramanlarının incelenmesi

Alabay

2020

eccd

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Bu araştırmanın amacı, 36-72 aylık çocukların kahraman özelliklerinin incelenmesidir. Araştırma karma model ile tasarlanmıştır. Araştırmanın çalışma grubunu, İstanbul ili Pendik ilçesinde özel ve resmi eğitim kurumlarında öğrenim gören 36-72 aylık toplam 200 çocuk oluşturmaktadır. Araştırmada, çocuklar ile bireysel olarak görüşülüp, öncelikle "kahraman" kavramı yaş seviyesine uygun olarak anlatılmıştır. Çocuklara görüşme esnasında 3 temel açık uçlu soru yöneltilmiştir. "Senin kahramanın kimdir?", "Kahramanının en sevdiğin özelliği nedir?" ve "Kahramanının özelliği sende olsa ne yapardın?" soruları çocuklara sorulmuştur ve çocukların verdikleri cevaplar ise görüşme formu üzerine yazılmıştır. Araştırma sonucunda, tüm çocuklardan alınan kahramanların %96'sının belirgin bir cinsiyeti olduğu ve %71,5'inin ise erkek cinsiyetine sahip olduğu tespit edilmiştir. Araştırmaya katılan çocukların kahramanlarını büyük oranda aile bireylerinden ve çizgi film kahramanlarından seçtiği, kahraman olarak kitaplardaki karakterden çok az oranda seçtiği görülmüştür. Çocukların cinsiyet değişkeni ile kahramanlarının cinsiyetleri arasında anlamlı bir ilişkinin olduğu sonucuna ulaşılmıştır. Erkek çocuklar kadın kahramanları çok az oranda seçerken, kız çocuklar erkek kahramanları daha çok seçtiği görülmüştür.

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‘Heroes’ and ‘villains’ in the lives of children and young people

Cited by 18 publications

References 17 publications

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

“Kahramanın Kim?”: Okul öncesi dönem çocuklarının kahramanlarının incelenmesi

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