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dc.contributor.authorLapierre, Matthew A.
dc.contributor.authorChoi, Eunjoo
dc.date.accessioned2021-06-10T22:28:09Z
dc.date.available2021-06-10T22:28:09Z
dc.date.issued2021-05-20
dc.identifier.citationLapierre, M. A., & Choi, E. (2021). Parental awareness of new online advertising techniques targeting children: an exploratory study of American parents. Young Consumers.en_US
dc.identifier.issn1747-3616
dc.identifier.doi10.1108/yc-12-2020-1271
dc.identifier.urihttp://hdl.handle.net/10150/659859
dc.description.abstractPurpose: This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what they believe about the appropriateness of using these promotional methods to target children. Design/methodology/approach: The online survey company Qualtrics was used to collect data from 500 parents in the USA. Parents had to have at least one child between the ages of 5 and 14 to participate. To ensure socio-economic diversity, half of the participants had an associate degree or more of schooling while the other half of participants had some college or less. Participants were given vignettes describing 11 different online advertising/marketing tactics and were asked how familiar they were with each tactic, whether they could identify the tactic by name, at what age they believed their child could understand the promotional intent of the tactic and the age that they thought it was ethical to use this tactic with children. Findings: The results revealed that parents were only moderately familiar with many of these advertising/marketing tactics and had difficulty identifying most of them by name. In addition, parents reported that, on average, most 11-year-old children would understand the purpose of these marketing approaches and that it was ethical to target children with them. Originality/value: The results of this exploratory study offer researchers some key insights into how American parents perceive online advertising that targets children. © 2021, Emerald Publishing Limited.en_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.rights© Emerald Publishing Limited.en_US
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en_US
dc.subjectExploratory studyen_US
dc.subjectNew media advertisingen_US
dc.subjectOnline advertisingen_US
dc.subjectParental attitudesen_US
dc.subjectParental knowledgeen_US
dc.titleParental awareness of new online advertising techniques targeting children: an exploratory study of American parentsen_US
dc.typeArticleen_US
dc.contributor.departmentDepartment of Communication, University of Arizonaen_US
dc.identifier.journalYoung Consumersen_US
dc.description.collectioninformationThis item from the UA Faculty Publications collection is made available by the University of Arizona with support from the University of Arizona Libraries. If you have questions, please contact us at repository@u.library.arizona.edu.en_US
dc.eprint.versionFinal accepted manuscripten_US
dc.identifier.pii10.1108/YC-12-2020-1271
dc.source.journaltitleYoung Consumers
dc.source.volumeahead-of-print
dc.source.issueahead-of-print
refterms.dateFOA2021-06-10T22:28:10Z


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