Social networking has now become an integral part of lives of modern citizens of India. There will hardly be any one who is not aware about at least one social networking site or app, whether he uses that or not. This covers school students also. It has been common now for households to have a...

The availability of high speed internet services and smart phones in India has made it very easy for people to access information online and use different features of internet handily. Along with youth of the country, the elderly and the young have also been targeted by many advertisements of...

This study examines the abnormal returns to the shareholders of companies that have enrolled in the Children's Food and Beverage Advertising Initiative (CFBAI) as well as those of their competitors that did not join the initiative. We find that, on average, the former group of companies is much...

Music technology is a term commonly used to refer to electronic form of the musical arts, particularly devices and computer software that enable the facilitation, playback, recording, composition, storage, and performance of various musical compositions. There has been a growing awareness of the...

A growing number of Mass Customization companies start to address the target group of children. Although children are the final users, the actual purchase is done by their parents. For that reason this study analyses by which factors the acceptance of mass customized products is influenced on...

The Internet is the leading medium for information and entertainment among young people. This study analyses whether parental attitude towards the Internet exposure time (IET), and the type of mediation used, is influential. It also analyses which variables influence the form of mediation...

Last Forty years of research on the impact of family communications including parenting style on consumer socialization of children have yielded a remarkable set of findings. The main aim of this article is to review all these findings and evaluate what we know about children’s growth as...

In this paper, we present a framework for understanding long-lasting influences on children’s food purchase choices and consumption. The framework interacts the characteristics of agents (i.e., children and parents/caretakers) with marketing-related effects to explain how these agents make...

Although product advertising has been widely studied and understood in relation to the consumer’s purchase decision, advertising may also have unintended but important societal and economic consequences. In this paper, we examine a public health outcome — birth rate — associated with...

In the context of marketing, children are considered to be increasingly important influencers of parents’ purchasing decisions. However, their influence varies depending on the products and cultures, and many particularities of this phenomenon remain under-researched. This is especially true...