Purpose – The paper aims to examine the role of the media in encouraging corporate responsibility in the toy industry and question whether it acts responsibly itself in reporting in a balanced and fair way (telling toy stories) or whether it overindulges in scaremongering (telling horror...

Purpose – The present research aims to focus on sibling effects and birth order on preteen children's perceptions of influence in family purchase decision making. It also aims to examine the accuracy of children's perceived influence as compared to their parents. These areas have received...

Purpose – Social cognitive theory (SCT) suggests that the observation of role models prompts the formation of beliefs that will govern future behaviors. The paper's objective is to explore the perceived influence of television media on feelings about eating habits, body image, clothing styles,...

Purpose – The aim of this paper is to better understand the world of blogs and youngsters by describing and trying to understand the young blogger. It is a first step towards questioning not only the importance of blogs for youngsters, but also the fact that blogs might constitute a virtual...

Purpose – The purpose of this paper is to examine the influence of marketing communication factors (specifically advertising viewing and responses to marketing promotions) as well as social influence factors (specifically influences from peers and media celebrities) on adolescents' endorsement...

Purpose – This paper seeks to empirically test the use of persuasion knowledge among the millennial generation. Design/methodology/approach – College aged students were randomly assigned into two groups and given scenarios where one was designed for persuasion knowledge to be more likely...

Purpose – The purpose of this paper is to explore the moderating effects of parent‐child co‐viewing of TV and parents' discussion of content with children in the context of the family's effect on children's skepticism towards TV advertising. Design/methodology/approach – A survey of 296...

Purpose – This paper aims to diagnose the differences among the Malaysian teenagers' ethnicities, influence strategies and family purchase decisions of mobile phones. Design/methodology/approach – A total of 700 questionnaires were distributed to respondents aged 13 to 17 years in private...

Purpose – This study aims to investigate the influence of preschool children at ages 5 to 6 on purchasing decisions among well‐to‐do families and its relation with such factors as number of children, product related criteria (low risk, high risk, used by whole family, used by children) and...

Purpose – The present study aims to examine girls' perception of gender roles and gender identities in Hong Kong. Design/methodology/approach – A total of 16 girls aged 10 to 12 were asked to take pictures from the media that could illustrate “what girls or women should or should not be; and...