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Exposure And Use Of Mobile Media Devices By Children: Challenges And Implications

Author

Listed:
  • Naumovska, Ljupka

    (University of Tourism and Management in Skopje; North Macedonia)

  • Serafimovic, Gordana

    (University of Tourism and Management in Skopje; North Macedonia)

  • Efremov, Ljupco

    (Indago, Skopje; North Macedonia)

Abstract

The children’s influence on the parent’s buying behavior as well as on the family budget was neglected in the past. In today’s modern lifestyles, dominated by technological devices and digital media, children are greatly exposed to ads and messages that are fostering their eagerness for certain products and services. This aspect is even more urgent to consider, taking into account that children are exposed to digital media unattended and most of the time conditioned by their parents who are expecting certain behavior from them. The study aims to examine the relationship between media exposure of children and spending habits of household with children. The results show that children of parents who use mobile device for conditioning spend more time on mobile devices compared to those children who aren’t conditioned. This urges for action from parents and different stakeholders for balancing between exposure to screens and additional activities for the purpose of improving children’s development and well-being.

Suggested Citation

  • Naumovska, Ljupka & Serafimovic, Gordana & Efremov, Ljupco, 2019. "Exposure And Use Of Mobile Media Devices By Children: Challenges And Implications," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 10(1), pages 125-134.
    • Handle: RePEc:ris:utmsje:0266
    as

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    References listed on IDEAS

    as
    1. Ebster, Claus & Wagner, Udo & Neumueller, Deniese, 2009. "Children's influences on in-store purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 145-154.
    2. Rose, Gregory M. & Boush, David & Shoham, Aviv, 2002. "Family communication and children's purchasing influence: a cross-national examination," Journal of Business Research, Elsevier, vol. 55(11), pages 867-873, November.
    3. Ljupka Naumovska & Angela Milenkovska, 2017. "Marketing to Children: The Impact of Digital Media," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(5), pages 276-283, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    children; Generation Z; mobile devices; conditioning; household spending;
    All these keywords.

    JEL classification:

    • C22 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Time-Series Models; Dynamic Quantile Regressions; Dynamic Treatment Effect Models; Diffusion Processes
    • C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation, Validation, and Selection
    • E24 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Employment; Unemployment; Wages; Intergenerational Income Distribution; Aggregate Human Capital; Aggregate Labor Productivity
    • I24 - Health, Education, and Welfare - - Education - - - Education and Inequality
    • J29 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Other
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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