The Role of Parental Mediation and Persuasion Knowledge in Children’s Consumption of Unboxing Videos | CU Experts

Overview

Abstract: Sponsored content online, particularly content targeting young children, has increased significantly over the last decade. One such type of sponsored content is unboxing videos on YouTube that young children often watch on mobile devices such as smartphones and tablets. Using a sample of 421 parents with children between the ages of 4 and 10, this study investigates the role of parental mediation and the influence of persuasion knowledge on such mediation when it comes to children’s consumption of unboxing videos. Results indicate that children’s consumption of unboxing videos is associated with their purchase demands and, in the absence of strict regulations online, parental mediation through higher levels of persuasion knowledge can potentially act as a line of defense in combating the persuasive effects of unboxing videos. Implications for advertisers, policy makers, and parents are drawn.