Smart Parenting: How Social Media Influences the Purchase Decisions of Kids' Learning Apps
Year: 2025
Type: article
Study design: Observational Study
Abstract: Social media has a significant impact on children's learning app purchases because it shapes consumer awareness, trust, and social influence. It exposes users to a diverse range of educational app marketing and suggestions, thereby increasing awareness and influencing purchasing decisions. Recommendations from influencers, educators, and peers on social media enhance trust and drive app purchases. This study explores the key factors influencing children's learning app purchase intentions through social media, focusing on awareness, trust, social influence, and satisfaction. A conceptual model was developed, and data were collected using a questionnaire. Confirmatory factor analysis revealed strong model fit indices, indicating that the proposed model accurately represents the relationships among the variables. The analysis showed significant correlations between awareness, trust, social influence, satisfaction, and purchase intention, with social influence having the strongest positive correlation with purchase intention. Path analysis confirmed that social influence significantly influences purchase intentions. The reliability of the constructs demonstrated strong internal consistency through high Cronbach's alpha values. These findings suggest that marketers should prioritize social influence when promoting children's learning apps on social media platforms to maximize purchase intentions.
Authors: Kiruthika N, Rajam K
Institution: Bharathidasan University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W4409178692