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Children as recipients of marketing communication on the Internet

Publication date: 18.03.2016

Jagiellonian Journal of Management, Volume 1, Issue 4 (2015), pp. 253 - 273

https://doi.org/10.4467/2450114XJJM.15.018.4827

Authors

Małgorzata Budzanowska-Drzewiecka
The Jagiellonian University in Kraków, Institute of Economics, Finance and Management
https://orcid.org/0000-0001-6651-4037 Orcid
All publications →

Titles

Children as recipients of marketing communication on the Internet

Abstract

Due to the ease of access to the Internet, children more often become the recipients of the content placed therein. They are a specific group of Internet users due to their development conditions, which in contact with persuasive content, often not directly addressed to them, raises doubt. The importance of development conditions was often analysed in relation to the understanding and the child’s response to the content placed in traditional media. The development of the advertising market makes it necessary to update knowledge in this area. The study is an attempt to systematize the issues raised in the literature regarding the reception of online marketing communication by children (under 12 years of age). The literature review helped to identify the basic principles of construction of selected communication activities (e.g. websites dedicated to children), including competence development of children. Moreover, the attention was paid to the problems that may occur in the reception of persuasive messages on the Internet by children, including in the context of the model of knowledge about persuasion.

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Information

Information: Jagiellonian Journal of Management, Volume 1, Issue 4 (2015), pp. 253 - 273

Article type: Original article

Titles:

English:

Children as recipients of marketing communication on the Internet

Polish:

Children as recipients of marketing communication on the Internet

Authors

https://orcid.org/0000-0001-6651-4037

Małgorzata Budzanowska-Drzewiecka
The Jagiellonian University in Kraków, Institute of Economics, Finance and Management
https://orcid.org/0000-0001-6651-4037 Orcid
All publications →

The Jagiellonian University in Kraków, Institute of Economics, Finance and Management

Published at: 18.03.2016

Article status: Open

Licence: None

Percentage share of authors:

Małgorzata Budzanowska-Drzewiecka (Author) - 100%

Article corrections:

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Publication languages:

English