Parental mediation of mobile/digital devices and children’s consumer behavior: examining the role of parental understanding of mobile/digital advertising
Cecilia Sada Garibay,
Eunjoo Choi,
Matthew A. Lapierre
Abstract:Purpose
This study aims to explore how American parents’ familiarity and knowledge of mobile advertising are linked to mediational tactics across three mobile media devices (laptops, tablets, smartphones). This study further tests whether advertising knowledge, familiarity and parental media mediation are associated with children’s consumer behavior.
Design/methodology/approach
The approach adopted was a cross-sectional survey of 500 American parents with at least one child between the ages of 5 to 14 who we… Show more
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