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. Therefore, caution is needed when implementing this marketing tactic to target them. 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. This sponsored content appears to be highly influential and may affect young children’s brand preferences.
#10 tips to avoid subliminal persuasion free#
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. 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. 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. Although many of these vloggers are adults, the number of child vloggers is flourishing. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. 3Department of Advertising, University of Illinois at Urbana–Champaign, Urbana, IL, United StatesĬhildren 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.
2Department of Marketing, Ghent University, Ghent, Belgium.1Department of Communication Sciences, Ghent University, Ghent, Belgium.Marijke De Veirman 1 *, Liselot Hudders 1,2 and Michelle R.
0 kommentar(er)
