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Online marketingová komunikace cílící na děti školního věku

Title in English: Online marketing communication targeting school-age children The online environment contains many forms of marketing messages, many of which cannot be easily distinguished from regular content. Due to their lack of experience, children are more susceptible to marketing messages tha...

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Glavni autori: Burešová, Jitka, Pospíšilová, Marie, Ungerman, Otakar, Dědková, Jaroslava, Jursová, Jitka, Berki, Jan
Format: Online
Jezik:češki
Izdano: Masaryk University Press 2023
Teme:
digital technologies
online marketing communication
influencer
merch
product placement
social networks
media education
media literacy
e-shop
price comparison
video games
brand
discounts
shopping behaviour
virtual ethnographic walk
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSM Market research
Online pristup:ONIX_20230926_9788028003036_12
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Sažetak:Title in English: Online marketing communication targeting school-age children The online environment contains many forms of marketing messages, many of which cannot be easily distinguished from regular content. Due to their lack of experience, children are more susceptible to marketing messages that influence their buying habits. The respondents in our research were children between the ages of 10 and 13, who are both consumers and customers and who play an important role in the purchasing decisions of their families. Investigating the types of online marketing communications children consume, their attitudes towards them and whether and how this influences their purchasing is therefore of paramount importance. We conclude with practical recommendations for schools and parents on how to educate children about online marketing.

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