Abstract
The paper focuses on how social media usage by children determines their interactions with consumer brands. First it describes how and when young children develop brand awareness and which are the most important predictors of this development. Those findings are then put in connection with the impact of social media. We elaborate on a deeper level how children approach online communications with brands in the social media context. Our assumptions are supported by a research conducted on a group of New Zealand children, both boys and girls in the age group of 11-14 years. This qualitative approach was implemented using in-depth interviews and identifies three key modes of brand interaction behaviour when young consumers use social media. According to these findings we assume that there is a connection between the use of social media and children´s relationship with consumer brands.
Highlights
This article aims to explore based on previous research, how children interact with brands through social networks
Almost 70% of Slovak children actively use a profile on social networks or game sites
We have found that children have become a fascinating and attractive market segment in recent years. Their developmental cognitive perspective suggests that children's consumer behavior appears at an early age
Summary
This article aims to explore based on previous research, how children interact with brands through social networks. Almost 70% of Slovak children actively use a profile on social networks or game sites. Concerning age categories, it can be stated from the data that a third of children aged 9–10 years, and up to 69% of children aged 11–12 years, use social media [1]. Understanding the nature of children's interaction with brands on social networks is crucial for companies. At the end of the research, based on the respondent's answers, it was possible to create a conceptual model that illustrates the main processes based on which children use social networks to interact with brands
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