RT Journal Article
T1 Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty
A1 Núñez Gómez, Patricia
A1 Sánchez Herrera, Joaquín
A1 Pintado Blanco, Teresa
AB Digital content consumption provides a new scenario for children’s relationships with brands. The objective of this research is to study the process by which children interact with social media networks and the effect on brand preference and loyalty generated by this interaction. Specifically, the objectives of this research are focused on empirically verifying the process of consumption, contribution, and creation of children in social networks, and confirm the effect they can have on the relationship between children and brands. A great amount of research has focused on adult consumers and has projected the methodology onto children. This paper will take into account the particularities of children who are one of the most important groups in the purchase decision process of many categories (travel, food, toys, technology, fashion, etc.). For this reason, a theoretical model was built and validated with a sample of boys and girls between the ages of 8 and 14. The results show that the interaction of children with digital media (social networks) has a very important effect on increasing and generating brand preferences and loyalty. Although the effect is general and is not dependent on the age of the child, a more intense effect was observed in children between the ages of 12 and 14.
SN 2071-1050
YR 2020
FD 2020
LK https://hdl.handle.net/20.500.14352/95324
UL https://hdl.handle.net/20.500.14352/95324
LA eng
NO Núñez-Gómez, Patricia, Joaquín Sánchez-Herrera, y Teresa Pintado-Blanco. «Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty». Sustainability 12, n.o 22 (10 de noviembre de 2020): 9337. https://doi.org/10.3390/su12229337.
DS Docta Complutense
RD 12 abr 2025