Kidfluencer exposure, materialism, and U.S. tweens’ purchase of sponsored products

Rasmussen, Eric E.; Riggs, Rachel E.; Sauermilch, Willow S.

doi:10.1080/17482798.2021.1910053

Cited by 19 publications

(4 citation statements)

References 17 publications

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“…Por otra parte, las familias de los menores que consumen estos canales no parecen saber mucho sobre los Youtubers a los que siguen sus hijas e hijos y tampoco los acompañan cuando ven los vídeos (Conde & Delgado Ponce, 2021, p.266). A pesar de que, distintos estudios muestran que el acompañamiento de las niñas y niños durante el tiempo de consumo de estos productos mediáticos y las conversaciones con la familia y educadores ayudan a desarrollar el pensamiento crítico y Revista de Educación Mediática y TIC, 2023, 12(1) Digón Regueiro, P., Castro Rodríguez, M. M., & Rodríguez Guimerans, A. pueden mitigar los posibles efectos negativos de los mensajes transmitidos (Rasmussen, Riggs & Sauermilch, 2021).…”

Section: El Fenómeno De Los Menores Influencersunclassified

Menores influencers y la importancia de una alfabetización mediática crítica

Regueiro

Rodríguez

Guimerans³

2023

EDMETIC

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Los canales de menores Youtubers han proliferado en los últimos años, siendo unos productos audiovisuales muy populares con un apabullante número de seguidores, la gran mayoría también menores. Estos canales forman parte de la cultura infantil y juegan un papel relevante en el día a día de muchas niñas y niños. Así quedó reflejado en una de las fases del proyecto Infanci@ Digit@l (RTI 2018-093397-B-100), con menciones al interés que suscitaban, entre el público Infantil, canales como Las Ratitas. Estos resultados motivaron el estudio que se presenta con una doble finalidad: la creación de un modelo de análisis, basado en estudios realizados sobre el fenómeno de los menores influencers y en las dimensiones e indicadores de la competencia mediática; y el análisis de una muestra de vídeos en el canal de Las Ratitas a partir de una metodología de análisis de contenido deductiva y cualitativa. Entre los resultados se puede destacar el papel de estas niñas influencers como patrocinadores de marcas; el personaje de ficción sobreactuado que representan, a la vez que persiguen la naturalidad, cercanía e intimidad; y la transmisión contradictoria de valores y contravalores que muestran un mundo feliz acorde con un capitalismo depredador e injusto.

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Section: El Fenómeno De Los Menores Influencersunclassified

Menores influencers y la importancia de una alfabetización mediática crítica

Regueiro

Rodríguez

Guimerans³

2023

EDMETIC

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“…Throughout the years, research has established a link between children's exposure to advertising and childhood consumer behaviour (Rasmussen et al, 2022). While marketing may help to socialise children as consumers, develop their product knowledge and help them craft their unique identities as consumers, scholars have found that there is a legitimate need for concern about how marketers approach these developmentally delicate consumers (Lapierre et al, 2017;Opree et al, 2021).…”

Section: Advertising and Marketingmentioning

confidence: 99%

Do Demographics Matter in Childhood Attitudes on Materialism? Understanding South African Tween Consumers

Senooane

2023

J. Professional Business Review

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Purpose: This study examined materialism among South African tweens. The goal of the study was to determine whether demographic differences such as age, gender, and socioeconomic status have a bearing on children’s attitudes to materialism. Theoretical Framework: Scholarly interest into childhood materialism has been concerned with how materialism develops, how it is sustained and the effects of materialism. The current study hypothesises that age, gender and socioeconomic class have an influence on children’s attitudes on material happiness, material success, and material centrality as first- order constructs for materialism, and consequently, how they have an influence on materialism. Design/methodology/approach: The study adopted a quantitative methodology, with a self-administered questionnaire as the data collection instrument. An adapted 9-item Material Values Scale for children (MVS-c) was used to measure material centrality, material happiness and material success as first-order factors for materialism. Data were collected from a sample of 192 school children aged 10 to 14. Structural equation modelling was used to validate the scale while the independent samples t-test and ANOVA were used to assess the demographic differences. Findings: The results revealed that there are gender differences in tweens’ attitudes towards materialism but no age and socioeconomic differences. The results also revealed that demographic differences exist regarding some of the materialism factors but not others. The study overall found that demographics have a limited influence on children’s attitudes regarding materialism. Research, Practical & Social implications: The study offers a glimpse into the minds of South African tweens regarding their materialistic values. The paper enriches the literature on childhood materialism by bringing perspectives from cultures other than the West, which has dominated much of the knowledge on child consumers. Originality/value: Materialism in children has been examined in various social science disciplines from a variety of perspectives. However, much of the studies have been on Western child consumers, largely ignoring African children. This is despite the fact that the African consumer market has grown steadily over the years. This study contributes to the conceptualisation of childhood materialism in an African context.

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“…The studies on childhood materialism listed in the preceding table reveal that there are four main pathways to materialism: (i) parenting style, where parenting styles and the materialism values of parents cultivate a materialistic worldview in children (Chaplin & Roedder John, 2010;Richins & Chaplin, 2015;Richins, 2017;Russell & Shrum, 2021); (ii) peer influence, where peers effect materialism by modelling materialistic attitudes for their friends, through peer pressure and through the ways in which they discuss material possessions (Chaplin & Roedder John, 2010;Richins 2017;Freeman & Dardis, 2022;Rasmussen, 2022); (iii) income inequality, whereby the social insecurity that comes from inequality leads to materialistic tendencies to compensate for economic deprivation (Chaplin et al, 2014;Ku, 2015;Nairn & Opree, 2021;Rozer et al, 2022); and (iv) marketing and advertising, whereby studies have shown links between exposure to television advertising and increased materialism and participation in consumer culture (Opree et al, 2012;Lenka, 2014;Opree et al, 2020;Russell & Shrum, 2021;Nairn & Opree, 2021). In addition to understanding the pathways to materialism, researchers have been interested in how materialism affects children.…”

Section: Source: Compiled By Authormentioning

confidence: 99%

The commercialisation of childhood? Materialism values of South African tweens

Senooane

2023

IJRBS

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The development of the child consumer market has often been criticised as the commercialisation of childhood. Marketers have been accused of targeting children and grooming them for a lifetime of consumerism. The maelstrom of marketing activities aimed directly at children has led to their being more active than ever in the consumer culture space. An unfortunate consequence of this has been children becoming materialistic because of the commercial pressures of modern childhood. This study sought to determine whether South African tweens are materialistic. Existing studies on child materialism have largely excluded African children, hence the need for the current study. Data were collected through a survey of 192 schoolchildren, aged 10-14 (tween cohort), using an adapted short material values scale (MVS-c). The results of the study revealed that while South African tweens are active in consumer culture, they are largely not materialistic. This research furthers the academic inquiry into children as consumers and active participants within consumer culture. It also addresses the paucity of research on African children within the consumer culture space. The results of the study have implications for marketers with regard to responsible marketing to child consumers, as well as for researchers with regard to acknowledging African children as a non-negotiable part of the study of consumption. The study also provides recommendations for further research on child consumers.

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Kidfluencer exposure, materialism, and U.S. tweens’ purchase of sponsored products

Cited by 19 publications

References 17 publications

Menores influencers y la importancia de una alfabetización mediática crítica

Menores influencers y la importancia de una alfabetización mediática crítica

Do Demographics Matter in Childhood Attitudes on Materialism? Understanding South African Tween Consumers

The commercialisation of childhood? Materialism values of South African tweens

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