The Consumer Behavior of Children Toward Digital Audiovisual Advertising

DOI

10.2991/assehr.k.200331.176How to use a DOI?

Keywords

children, consumer, behavior, digital, advertising, YouTube

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Arius Krypton
PY  - 2020
DA  - 2020/04/03
TI  - The Consumer Behavior of Children Toward Digital Audiovisual Advertising
BT  - Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018)
PB  - Atlantis Press
SP  - 424
EP  - 430
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200331.176
DO  - 10.2991/assehr.k.200331.176
ID  - Krypton2020
ER  -