Purpose – The paper aims to examine the role of social networks of children on the diffusion of an innovation. Design/methodology/approach – The impact of social networks on the adoptive behavior of children is measured in the study and then compared to more traditional marketing strategies....

Purpose – The purpose of this paper is to compare sources of money as well as responses to television commercials and pop up advertisements on the internet among young “tween” consumers in Denmark and Hong Kong. Findings are compared with existing preconceptions of the tween segment in the...

Purpose – This paper aims to explore the topic of gift‐giving to children, highlighting some of the issues that provide insight into how consumers might be making their choices. Design/methodology/approach – A total of 285 personal interviews were conducted using a structured...

Purpose – The objective of this research is to understand how children develop their aesthetic sensibility. This question will be examined using modern art pictures and logos. Design/methodology/approach – The study refers to a qualitative method based on interviews with children aged 7 to...

Purpose – The purpose of this paper is to offer a selective and necessarily truncated history of the place and use of qualitative approaches in the study of children's consumption in order to provide some depth of understanding regarding differences between and commonalities of approaches...

Purpose – Health is becoming an increasingly important issue in the UK as well as the rest of Europe. Emphasis on the importance of healthy eating is ongoing for many reasons, including the growing concern about childhood obesity resulting in the ban of advertising of unhealthy foods to...

Purpose – Research on consumer socialisation emphasises the role played by different agents as well as the influence of the context in which socialisation takes place. As part of the fight against obesity, this study on the nutritional learning of children seeks to focus specifically on social...

Purpose – Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and...

Purpose – This article seeks to make a critical contribution to the contemporary debate on the active role of children as consumers, exploring the different meanings children confer on consumer goods and spaces in retail settings. Design/methodology/approach – A total of 60 children were...

Purpose – This study sets out to capture the consumer perspective regarding the purchase request relationship between parent and child. Design/methodology/approach – This interpretive study enhances an understanding of these purchase request experiences as they are lived by respondents. The...