Marketing to Children: The Impact of Digital Media

Naumovska, Ljupka; Milenkovska, Angela

doi:10.6007/ijarbss/v7-i5/2930

Cited by 7 publications

(9 citation statements)

References 1 publication

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“…Halal means that the food would only contain lawful materials based on religion and toyyibb means good for health. This result shows the role of parents in purchase decisions (Naumosvka and Milenkovska, 2017). The finding of the first phase is the baseline confirmed in the second quantitative phase.…”

Section: Qualitative Phasesupporting

confidence: 64%

An evaluation of social media advertising for Muslim millennial parents

Sari

Suziana

Games

2020

JIMA

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Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

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Section: Qualitative Phasesupporting

confidence: 64%

An evaluation of social media advertising for Muslim millennial parents

Sari

Suziana

Games

2020

JIMA

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“…Given how influential popular culture is in the lives of children, researchers of education and cultural studies have been interested in popular culture's inclusion within the classroom to promote engagement and build critical literacy (Robertson & Scheidler-Benns, 2016;Saunders & Wong, 2020). However, incorporating popular culture within the classroom has faced some opposition (Mueller et al, 2018;Naumovska & Milenkovska, 2017;Rets, 2016;Sekarasih et al, 2015). Some teachers have disliked using popular culture because of their biases (Adams, 2011).…”

Section: Literature Backgroundmentioning

confidence: 99%

Popular Culture as an Educative Teaching Tool in the Elementary Classroom

Romeo,

Ryan

2023

IJLI

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The purpose of this research was to investigate popular culture as a means to educate in the elementary school classroom. Using secondary research in education and cultural studies, we investigated how teachers can use popular media to enhance student learning and develop critical media literacy skills. Findings revealed popular culture is a helpful teaching tool in elementary school classrooms. Knowledge of popular culture does not impede education but is a large part of students’ literacy practices. By embracing popular culture, students develop the literacies needed to navigate 21st century schools and engage in critical pedagogy. Further studies are needed to establish the practical ways elementary school teachers can use popular texts in their classrooms and overcome literacy challenges they may face.

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“…Namely, it has been noted by a number of authors that children below the ages of 8 years do not consistently differentiate organic media program from intentional advertising content, even when clear program/commercial separation warnings are applied. This is due to the fact that children lack the cognitive ability to recognize the persuasive intent of advertising as they haven't yet develop the ability to apply that knowledge in the child's perception of the advertising messaging (Naumovska, Milenkovska 2017;Calvert, 2008). Therefore, taking into account the absence of the cognitive ability to clearly distinguish the organic news content and creative advertising content (Calvert, 2008), children without parental or teacher's supervision, are at risk of being exposed to inappropriate digital media and advertising content that is not aimed to target them, but their parents or elderly siblings on one side, and are at risk to be exposed to content that is aimed to target children, but created by advertisers who are not skilled to create adequate content for children on the other side.…”

Section: The Negative Effects Of Children's Overexposure On Digital M...mentioning

confidence: 99%

Protecting children from Digital Media Overexposure: The urgency of Governments, Parents, and Industry Self-Regulation

Naumovska¹

2022

Proceedings of the 5th International Conference on Modern Approaches in Humanities and Social Sciences

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The children's unsupervised media exposure was underestimated in the past. Today, when lives are dictated by technology and digital media, children are considerably exposed to advertising content directed either to 1) them, or 2) to their parents or older siblings, that might cause set of disadvantages: materialism and snobbism, obesity, even anxiety. The theoretical research and the findings of the previous studies are strongly signal of a condition where kids are under significant unsupervised exposure of digital media and advertising content. Despite some initiatives and regulations, there is no unified and standardized method to fight this trend. The study aims to examine the role of the 3 most important stakeholders concerned with this mater: 1. Governments; 2. Industry (self-regulation) and the 3. Parents. The results in all three aspects show some improvements: Government regulations and policy makinghowever not fully adoptable globally or difficult to adjust to the algorithms od current social media platforms; Industry self-regulation has several challenges specially related with sustainable reasoning and the results show that children of parents who use mobile device for conditioning are exposed longer on social media platforms in comparison to children who are not conditioned by parents. Following EU Report (2020) of children time spent of media, the urgency is alarming for taking a balanced and systematic approach embedding all 3 stockholders as intersectoral solution is urgent.

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Marketing to Children: The Impact of Digital Media

Cited by 7 publications

References 1 publication

An evaluation of social media advertising for Muslim millennial parents

An evaluation of social media advertising for Muslim millennial parents

Popular Culture as an Educative Teaching Tool in the Elementary Classroom

Protecting children from Digital Media Overexposure: The urgency of Governments, Parents, and Industry Self-Regulation

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