Marketing Communication Targeting Children on Online Media

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00011290" target="_blank" >RIV/46747885:24310/23:00011290 - isvavai.cz</a>

Result on the web

<a href="https://idimt.org/wp-content/uploads/2023/08/IDIMT-2023-proceedings.pdf" target="_blank" >https://idimt.org/wp-content/uploads/2023/08/IDIMT-2023-proceedings.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.35011/IDIMT-2023" target="_blank" >10.35011/IDIMT-2023</a>

Result language

angličtina

Original language name

Marketing Communication Targeting Children on Online Media

Original language description

Children spend a large part of their free time online. The issue of children‘s safety online has been debated in society for many years. However, the debate does not focus on the impact of online marketing communications that target children on the Internet. This article aims to map the online media most frequently visited by children aged 10 to 13 in the Czech Republic and identify the most common ways in which children actively interact with marketing content. To achieve this goal, qualitative pre-research was first conducted as individual in-depth interviews with 16 children of the given age. The interviews identified the seven most frequently visited online media by children on which marketing communication is placed and how children interact with this online marketing communication. The main research data collection method was an online questionnaire, which was completed by a total of 591 children. The questionnaire tested seven identified online media and children‘s interactions with marketing communication. The results showed that children have an average of 4.8 media out of the seven we asked about and most often interact with online marketing communication on the Google search engine, where they click on different types of PPC ads, and on Instagram and TikTok, where they post profiles of famous people who very often have paid partnerships with the company whose products they then promote to children.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

<a href="/en/project/TL03000236" target="_blank" >TL03000236: School age children and their perception of online marketing communication</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

IDIMT-2023 New Challenges for ICT and Management 31st Interdisciplinary Information Management Talks

ISBN

978-3-99151-176-2

ISSN

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e-ISSN

—

Number of pages

9

Pages from-to

255-263

Publisher name

e Prague University of Economics and Business

Place of publication

Praha

Event location

Hradec Králové

Event date

Jan 1, 2023

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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