The main purpose of this article is to get a better understanding of the child’s cents‐off sensitivity and his brand sensitivity in influence situations. This study, carried out on 702 parents and 702 children, underlines the important influence of the child’s product involvement on his...

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...