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Kidfluencer exposure, materialism, and U.S. tweens’ purchase of sponsored products
Journal of Children and Media ( IF 2.716 ) Pub Date : 2021-04-05 , DOI: 10.1080/17482798.2021.1910053
Eric E Rasmussen 1 , Rachel E. Riggs 1 , Willow S. Sauermilch 1
Affiliation  

ABSTRACT

Kidfluencers comprise a relatively new form of advertising to which young adolescents are exposed. Therefore, this study explored the relation between exposure to kidfluencers and the purchase of products found in kidfluencer content among a sample of 300 U.S. young adolescents. Results of a survey revealed that tweens’ exposure to kidfluencers is associated with their purchase of kidfluencer-related products through a desire to emulate kidfluencers, and that materialism moderates this relationship. Findings suggest that kidfluencers may propagate a lifestyle to which tweens aspire that may manifest itself in changes to consumer behavior.

IMPACT SUMMARY

a. Prior State of Knowledge:

Exposure to advertising, including sponsored content promoted by social media influencers on social networking sites, has the potential to alter youths‘ consumer behaviors and aspirations of fame, especially for youth high in materialism.

b. Novel Contributions:

Tweenagers‘ exposure to social media influencers who are themselves kids (kidfluencers) is related to their desire to emulate kidfluencers, which is ultimately related to tweenagers‘ purchase of kidfluencer-sponsored products, but only for those at relatively higher levels of materialism.

c. Practical Implications:

Parents should be aware of and monitor children‘s kidfluencer exposure. Educators should provide media literacy training that incorporates content related to social media influencers. As new media platforms are created/monetized, policymakers should adapt policies related to marketing to children.



中文翻译:

Kidfluencer 曝光、物质主义和美国青少年购买赞助产品

摘要

Kidfluencers 是青少年接触的一种相对较新的广告形式。因此,本研究在 300 名美国青少年样本中探讨了接触儿童影响者与购买儿童影响者内容中的产品之间的关系。一项调查结果显示,青少年通过模仿儿童影响者的愿望与儿童影响者的接触与他们购买与儿童影响者相关的产品有关,而物质主义缓和了这种关系。调查结果表明,儿童网红可能会传播一种青少年渴望的生活方式,这种生活方式可能会在消费者行为的变化中体现出来。

影响总结

一种。先前的知识状态:

接触广告,包括社交媒体影响者在社交网站上推广的赞助内容,有可能改变年轻人的消费行为和成名愿望,特别是对于物质主义高度重视的年轻人。

湾。小说贡献:

Tweenagers 接触本身就是孩子的社交媒体影响者(kidfluencers)与他们模仿 kidfluencer 的愿望有关,这最终与 tweenagers 购买 kidfluencer 赞助的产品有关,但仅限于那些物质主义水平相对较高的人。

C。实际影响:

父母应了解并监控儿童的影响者暴露情况。教育工作者应提供包含与社交媒体影响者相关内容的媒体素养培训。随着新媒体平台的创建/货币化,政策制定者应调整与营销相关的政策以适应儿童。

更新日期:2021-04-05
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