Online marketingová komunikace cílící na děti školního věku
Title in English: Online marketing communication targeting school-age children The online environment contains many forms of marketing messages, many of which cannot be easily distinguished from regular content. Due to their lack of experience, children are more susceptible to marketing messages tha...
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| Main Author: | |
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| Other Authors: | , , , , |
| Format: | Electronic Book Chapter |
| Published: |
Masaryk University Press
2023
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| Subjects: | |
| Online Access: | DOAB: download the publication DOAB: description of the publication |
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| Summary: | Title in English: Online marketing communication targeting school-age children The online environment contains many forms of marketing messages, many of which cannot be easily distinguished from regular content. Due to their lack of experience, children are more susceptible to marketing messages that influence their buying habits. The respondents in our research were children between the ages of 10 and 13, who are both consumers and customers and who play an important role in the purchasing decisions of their families. Investigating the types of online marketing communications children consume, their attitudes towards them and whether and how this influences their purchasing is therefore of paramount importance. We conclude with practical recommendations for schools and parents on how to educate children about online marketing. |
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| Physical Description: | 1 electronic resource (390 p.) |
| ISBN: | CZ.MUNI.M280-0303-2023 9788028003036 9788028003029 |
| Access: | Open Access |