Parenting “YouTube Natives”: The Impact of Pre-Roll Advertising and Text Disclosures on Parental Responses to Sponsored Child Influencer Videos

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

“…As previously discussed, a number of inquiries used YouTube demographic variables to describe the sample, but not to conduct cross‐analysis in terms of the attitudinal constructs. Boateng and Okoe (), Chiang and Hsiao (), Wang (), Dehghani et al (), Westenberg (2016), Zhang and Mao (), Hansson and Stanic (), Rodriguez (), Bi et al (), and Evans et al () used age, income, gender, education, and ethnic group to describe their samples but did not consider these as independent variables. Several researchers found differing outcomes regarding the influence of gender on different YMC types (Araújo et al, ; Chungviwatanant et al, ; Rodriguez, ; Todd & Melancon, ).…”

“…The primary MC objective for a number of organizations is to generate positive attitude‐to‐advertising, which increases behavioral responses; therefore, favorable cognitive attitudinal responses (awareness and knowledge) to MC are an apt gauge of effective advertising (Barry, ; Belch & Belch, ; Yoo, Kim, & Stout, ). Consequently, various studies have examined different aspects of consumer attitudes and YMC‐related elements (Araújo et al, ; Baramidze, ; Bartozik‐Purgat & Filimon, ; Bi, Zhang, & Ha, ; Chiang & Hsiao, ; Duffett, Petroșanu, Negricea, & Edu, ; Evans, Hoy, & Childers, ; Hansson & Stanic, ; Li & Lo, ; Rasmussen, ; Rodriguez, ; Roma & Aloini, ; Tan, Hoe Ng, Omar, & Karupaiah, ; Viertola, ; Wang, ; Westenberg, ), and several studies have also investigated different aspects of cognitive attitudinal responses (Chungviwatanant, Prasongsukarn, & Chungviwatanant, ; Dehghani, Niaki, Ramezani, & Sali, ; Feng & Xie, ; Hor'akov'a, ; Mansour, ; Marthinus, Sobotker, & Duffett, ; Yang, Huang, Yang, & Yang, ; Zaitceva, ; Zhang & Mao, ). However, a majority of the abovementioned studies used demographic and usage variables to describe the sample but did not consider the aforementioned independent variables influence on the cognitive attitudinal relationship.…”

Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

“…The YouTubers who create this content can become very popular and build large communities with occasionally millions of followers and subscribers. Their large network, the popularity of their content, and the fact that children consider YouTubers as likeable, credible, and inspirational characters have made them interesting spokespersons for advertisers (De Jans et al, 2018a;Evans et al, 2018;Folkvord et al, 2019). Hence, YouTubers have become important social media influencers that can reach a young audience.…”

“…Influencer marketing on YouTube, also referred to as sponsored content, native advertising, and vlog advertising, raises ethical concerns because this type of advertising is integrated in non-commercial content that is made by an independent content creator, and thus it blurs the lines between what is advertising and what is not (De Jans et al, 2018a;Evans et al, 2018). This subtle and embedded nature makes it difficult for audiences to recognize influencer marketing as advertising (Rozendaal et al, 2011;Buijzen et al, 2010;Boerman et al, 2017;Evans et al, 2018). Children are expected to be even less likely than adults to understand the commercial nature of influencer marketing, because children's advertising-related knowledge and skills, such as understanding the selling intent of an ad, referred to as advertising literacy or persuasion knowledge, has often not matured (Rozendaal et al, 2016).…”

Menores en YouTube, ¿ocio o negocio? Análisis de casos en España y EUA

“…Hay que tener en cuenta el papel de los padres que pueden actuar como mediadores y filtro para que los menores sepan distinguir los mensajes publicitarios que reciben de forma confusa. Por otra parte, es importante atender a las advertencias de mecanismos reguladores ya existentes, como los de CARU en Estados Unidos (Children's Advertising Review Unit del Council of Better Business Bureaus), que aconseja a los youtubers y empresas comerciales que distingan los patrocinios antes de comenzar el vídeo por medio del audio, entre otras fórmulas (Evans;Hoy;Childers, 2018).…”