Developmental antecedents to children’s responses to online advertising

Abstract

Many critics have raised concerns about online advertising directed to children. This study investigated the role of several antecedent variables that may impact children’s attitudinal and behavioural responses to online advertising. Specifically, online ad scepticism, family communication patterns, time spent on the internet, and perceived internet competency were examined as factors that may impact children’s online advertising attitudes and behaviours. A survey conducted with a dyad sample of 381 parents–preteens in South Korea revealed that children with high scepticism towards online advertising, who spent less time using the internet and who perceived lower levels of confidence about their internet skills were more likely to have a negative attitude towards online advertising and less likely to disclose personal information to online marketers. However, the relationship between family communication and children’s responses to online advertising found in this study was inconsistent with the previous empirical findings. Implications of findings are discussed and directions for future research suggested.