Marketing communication implications of children's new electronic media use
Year: 2002
Type: article
Abstract: Currently new electronic media, the Internet in particular, are poised to become a major part of the marketing and communications mix, not only for adults but also children. This poses challenges and heralds a new debate on both protection of the young vis-à-vis more equitable access and the need, nature and forms of regulation warranted. This paper reviews the literature on this debate and related issues. It reports on a New Zealand empirical study of parental perceptions of their children's electronic media use and examines the findings and the insights obtained on the use of the Internet and its role as a marketing communications medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. The issues relating to children, the Internet and the link between violence and video games are examined and implications for marketing communications are discussed.
Authors: Lynne Eagle, K. C. Chamberlain
Language: English
Subfield: Education
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2038621388