“Wasn't Even on My Radar”: Increasing Parental Mediation Of
Title “Wasn't even on my radar”: Increasing Parental Mediation of Influencer Marketing Behaviors in 35 Minutes with a Brief Theory of Planned Behavior informed Online Randomized Controlled Intervention Author Paul Rohde Affiliation Department of Media and Communication, London School of Economics and Political Science, Houghton St, Holborn, London WC2A 2AE, United Kingdom Keywords Young Consumer Marketing, Parental Mediation, Marketing Literacy, Influencer Marketing, Persuasion Knowledge, Theory of Planned Behavior, Behavioral Change Techniques, Mechanisms of Action Data https://osf.io/3xkhn/files/ Paul Rohde, 2020 – TPB-informed RCT on Parental Mediation of Influencer Marketing Abstract Online marketing to humans in their childhood, adolescent and early adulthood is an increasingly important research topic because it can on a larger scale than previously possible with traditional marketing lead to undesirable outcomes (e.g., obesity) and target more ethical grey zones between questionable, unfair and deceptive marketing to achieve its goals (Buijzen & Valkenburg, 2005; De Pauw et al., 2019). The largest recent research trend and solution to address the problems related to online young consumer marketing was the establishment of online marketing disclosure policies (De Veirman et al., 2019; FTC, 2017; Gürkaynak et al., 2018; Riefa & Clausen, 2019). Disclosures have their merits, but also shortcomings. In particular, increased process fairness (i.e., awareness of the selling intent) appears not to be enough to diminish undesirable outcomes because young consumers also need the knowledge and the skills to counter the undesirable effects resulting from marketing exposures (De Pauw et al., 2019; Isaac & Grayson, 2019; Jung & Heo, 2019; Youn & Shin, 2019). In intervention research targeting the increase of knowledge and skills of children, the largest yet comparatively small trend are school-based interventions (De Jans et al., 2019; Nelson, 2016; O’Rourke et al., 2019; Truman & Elliott, 2019).
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