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Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty

Author

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  • Patricia Núñez-Gómez

    (Department of Applied Communication Sciences, Faculty of Communication Science, Complutense University, 28040 Madrid, Spain)

  • Joaquín Sánchez-Herrera

    (Management and Marketing Department, Faculty of Economics & Business, Complutense University, 28040 Madrid, Spain)

  • Teresa Pintado-Blanco

    (Management and Marketing Department, Faculty of Economics & Business, Complutense University, 28040 Madrid, Spain)

Abstract

Digital content consumption provides a new scenario for children’s relationships with brands. The objective of this research is to study the process by which children interact with social media networks and the effect on brand preference and loyalty generated by this interaction. Specifically, the objectives of this research are focused on empirically verifying the process of consumption, contribution, and creation of children in social networks, and confirm the effect they can have on the relationship between children and brands. A great amount of research has focused on adult consumers and has projected the methodology onto children. This paper will take into account the particularities of children who are one of the most important groups in the purchase decision process of many categories (travel, food, toys, technology, fashion, etc.). For this reason, a theoretical model was built and validated with a sample of boys and girls between the ages of 8 and 14. The results show that the interaction of children with digital media (social networks) has a very important effect on increasing and generating brand preferences and loyalty. Although the effect is general and is not dependent on the age of the child, a more intense effect was observed in children between the ages of 12 and 14.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:22:p:9337-:d:442799
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    References listed on IDEAS

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    Cited by:

    1. Agnieszka Izabela Baruk & Mateusz Grzesiak, 2020. "Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    2. Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    3. 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.

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