Orig. title: Kinder im Visier von Influencer-Marketing. Auf YouTube, Instgram und Snapchat.
Engl. transl.: Children targeted by influencer marketing. On YouTube, Instgram and Snapchat.
Study details
| Year: | 2018 |
| Scope: | National |
| Countries: | Austria |
| Methodology: | Systematic review / Meta-analysis |
| Methods of data collection: | Case study; Ethnography / participant observation; Evidence map; Secondary analysis; Textual / documentary / content analysis |
| Researched Groups: | Policymakers and regulators; Other |
| Other Researched Group: | Influencer |
| Children Ages: | All (0-18 years old) |
| Funder: | Arbeiterkammer Wien |
| Funder Types: | NGO (Advocacy, Charity, Consumer organization) |
| Informed Consent: | No consent needed |
| Ethics: | Ethical issues flagged in the paper; Ethical considerations and/or protocol mentioned in the research design |
| URL: | https://emedien.arbeiterkammer.at/viewer/image/AC15179479/1/LOG_0000/ |
| Data Set Availability: | Data availability statement in the publication |
Goals
"Advertising should also be recognisable online at a glance: but children in particular find this difficult. This is because advertising messages are embedded more inconspicuously online, they are more interactive and better tailored to their own interests. Influencer marketing causes additional difficulties: The advertisers are admired by children. They trust their assessments of products and brands. It is very difficult for children to recognise advertising intentions; it seems more like a recommendation among friends." (Arbeiterkammer Wien, 2018, 6; translated by the coder)
"The following study analysed the phenomenon of influencer marketing in relation to children and developed recommendations for action. Literature (secondary analysis) was evaluated. In addition, examples from the largest social platforms were collected to illustrate the applicable regulations as well as the violations against them." (Arbeiterkammer Wien, 2018, 7; translated by the coder)