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The Relationship of Chilean Minors with Brands and Influencers on Social Networks

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  • Beatriz Feijoo

    (Department of Communication, School of Business and Communication, International University of La Rioja (UNIR), 26006 Logroño, Spain)

  • Charo Sádaba

    (School of Communication, University of Navarra, 31080 Pamplona, Spain)

Abstract

This article presents the results of a study that sought to analyze the relationship between minors and brands on social media. The frequency with which minors search for or share information or subscribe to brand web pages was measured, as well as their following of influencers, who commonly refer to consumer goods. The main purpose of this article is to contribute to learning about the commercial environment that surrounds children in their routines on social media, particularly because of their growing influence in home purchasing decisions. The results, obtained from a survey applied in 501 homes in the Metropolitan Area of Santiago de Chile to minors between 10 and 14 years old, show that the respondents effectively interact with brands through social media. Although it is not a widespread practice among 10- to 12-year-olds, it is increasingly becoming present among 13- to 14-year-olds. Children seem most interested in sportswear, fashion, and technology brands, areas in which children have significant influence in family purchasing decision. Following influencers through social media is also a common activity among minors. In particular, the age groups here studied preferred to follow celebrities, particularly from the worlds of music, football, or YouTube, over specific brands.

Suggested Citation

  • Beatriz Feijoo & Charo Sádaba, 2021. "The Relationship of Chilean Minors with Brands and Influencers on Social Networks," Sustainability, MDPI, vol. 13(5), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2822-:d:511265
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    References listed on IDEAS

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    2. De Jans, Steffi & Hudders, Liselot, 2020. "Disclosure of Vlog Advertising Targeted to Children," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 1-19.
    3. Patricia Núñez-Gómez & Joaquín Sánchez-Herrera & Teresa Pintado-Blanco, 2020. "Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    4. S. Venus Jin & Aziz Muqaddam, 2019. "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 522-537, September.
    5. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
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    Cited by:

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