Project

How Preschool Children can Resist YouTube Video Advertising: An Empirical Approach to Uncover the challenges YouTube Advertising Pose for Preschool Children.

Duration
01 December 2019 → Ongoing
Funding
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Communication management
Keywords
Advertising literacy Preschool Children Parental mediation Advertising Disclosure Digital Marketing YouTube
 
Project description

This project examines how preschool children (aged between three and five years) are affected by YouTube advertising. In particular, we examine preschool children’s advertising literacy (their knowledge and skills) for these new ad formats. Additionally, we will examine how an advertising disclosure can help them to recognize this advertising and how parents can assist children in increasing their advertising literacy.