The Consumer Behavior of Children Toward Digital Audiovisual Advertising

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This study examined the consumer behavior displayed by children toward digital advertising. Children’s marketing is a very competitive domain. In the current era of digitalization, sometimes digital audiovisual advertising is the only medium through which marketers can communicate with children. Hence, the study of this area of marketing is critical. This study observed children’s exposure to digital audiovisual advertising through YouTube and assessed its communication outcome. It was found that children’s consumer behavior can be predicted from their awareness of digital audiovisual advertising and their ability to influence their parent’s purchasing decisions. Children’s preferences for the products that are advertised, the themes of the advertisements, and the types of YouTube advertising were also identified in this research project.
Original languageEnglish
Title of host publicationProceedings of The 3rd International Conference on Vocational Higher Education (ICVHE 2018)
PublisherAtlantis Press
Pages424-430
Number of pages7
Volume426
ISBN (Electronic)978-94-6252-947-2
DOIs
Publication statusPublished - 3 Apr 2020
Event3rd International Conference on Vocational Higher Education (ICVHE 2018): “Understanding Digital World. From Theory to Practices.” - Batam, Indonesia
Duration: 2 Aug 20184 Aug 2018

Publication series

NameAdvances in Social Science, Education and Humanities Research
PublisherAtlantis Press
Volume426
ISSN (Electronic)2352-5398

Conference

Conference3rd International Conference on Vocational Higher Education (ICVHE 2018)
Country/TerritoryIndonesia
CityBatam
Period2/08/184/08/18

Keywords

  • children
  • consumer
  • behavior
  • digital
  • advertising
  • YouTube

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