The Consumer Behavior of Children Toward Digital Audiovisual Advertising

摘要

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.