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Online marketing to humans in their childhood, adolescent and early adulthood is an increasingly important research topic because it can on a larger scale than previously possible with traditional marketing lead to undesirable outcomes (e.g., obesity) and target more ethical grey zones between questionable, unfair and deceptive marketing to achieve its goals (Buijzen & Valkenburg, 2005; De Pauw et al., 2019). In particular, social media influencer content and embedded marketing might have a large effect (Folkvord et al., 2019).
Promising solutions to the problems are interventions that increase the parental intentions to engage in behaviors that increase marketing-related knowledge and the skills of children before middle adulthood (De Pauw et al., 2019; Isaac & Grayson, 2019; Jung & Heo, 2019; Youn & Shin, 2019). Compared to school-based interventions, parents have more opportunities and time to influence the media diet directly and educate them with higher frequency and higher context-specificity by daily discussing the marketing their children actually engage with (Chen & Shi, 2019; Lin et al., 2019; Nelson et al., 2017).
Consequently, the thesis purpose was to advance the knowledge of interventions that target parental intentions to engage in marketing-literacy-relevant behaviors. To this end, the study combined a conceptual and theoretical framework based on the theory of planned behavior (TPB) and broader intervention science concepts and an advanced experimental design (i.e., a randomized controlled online experiment composed of six intervention and one control).
Numerous contributions are made. First, relatively brief (35 minutes) TBP-based online interventions can have a significant effect on parental intentions to engage in the discussion of influencer marketing. Second, the combined framework was highly valuable to inform an intervention design that produces effects of practical and theoretical importance. Third, the parsimonious TPB-based model is also appropriate for the context of parental mediation of influencer marketing because the three-based constructs were significant positive predictors of parental intentions. Lastly, parental attitudes are most susceptible to change and considerably predict intentions. Therefore, research efforts should focus on the study of parental attitudes and practical efforts should focus on targeting parental attitudes until marketing and influencer marketing become mainstream topics in the parental discourse.
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Young consumer marketing Parental mediation Marketing literacy