Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: an explorative study
Study details
| Year: | 2017 |
| Scope: | Local |
| Countries: | Netherlands |
| Methodology: | Empirical research – Quantitative |
| Methods of data collection: | Survey |
| Researched Groups: | Children |
| Children Ages: | Pre-adolescents (11-13 Years old); Kids (6-10 Years old) |
| Consents: | Consent obtained from parents; Consent obtained from school officials / principal |
| Informed Consent: | Consent obtained |
| Ethics: | Ethical considerations not mentioned |
| Data Set Availability: | Data availability statement in the publication |
Goals
"The purpose of this study has three primary aims. The first is to examine the amount of time
children spend per week on viewing vlogs. Second, the authors explored children’s awareness and understanding of the brand or product placement in vlogs. Finally, the authors explored children’s selfperceived susceptibility to the potential persuasive effects of these vlogs" (Folkvord et al., 2019, p. 77)