Kidfluencer exposure, materialism, and U.S. tweens’ purchase of sponsored products

ABSTRACT

Kidfluencers comprise a relatively new form of advertising to which young adolescents are exposed. Therefore, this study explored the relation between exposure to kidfluencers and the purchase of products found in kidfluencer content among a sample of 300 U.S. young adolescents. Results of a survey revealed that tweens’ exposure to kidfluencers is associated with their purchase of kidfluencer-related products through a desire to emulate kidfluencers, and that materialism moderates this relationship. Findings suggest that kidfluencers may propagate a lifestyle to which tweens aspire that may manifest itself in changes to consumer behavior.

IMPACT SUMMARY

a. Prior State of Knowledge:

Exposure to advertising, including sponsored content promoted by social media influencers on social networking sites, has the potential to alter youths‘ consumer behaviors and aspirations of fame, especially for youth high in materialism.

b. Novel Contributions:

Tweenagers‘ exposure to social media influencers who are themselves kids (kidfluencers) is related to their desire to emulate kidfluencers, which is ultimately related to tweenagers‘ purchase of kidfluencer-sponsored products, but only for those at relatively higher levels of materialism.

c. Practical Implications:

Parents should be aware of and monitor children‘s kidfluencer exposure. Educators should provide media literacy training that incorporates content related to social media influencers. As new media platforms are created/monetized, policymakers should adapt policies related to marketing to children.

KEYWORDS:

• Social media
• influencer
• kidfluencer
• advertising
• materialism

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Kick Stream Productions [N/A - private grant].

Notes on contributors

Eric E Rasmussen

Eric E Rasmussen, Ph.D., is an associate professor in the College of Media & Communication at Texas Tech University. His research focuses on children and media. He is specifically interested in parental mediation and why/how parent-child conversations about the media influence children at different developmental stages. He received his Ph.D. in Communication from The Ohio State University.

Rachel E. Riggs

Rachel E. Riggs, M. A., is a doctoral student in the College of Media and Communication at Texas Tech University. Her research focuses on health communication, interpersonal communication, and media effects research. More specifically, she is interested in understanding the role of media in encouraging adolescents’ and emerging adults’ disclosure of sexual assault and mental health problems.

Willow S. Sauermilch

Willow S. Sauermilch, M.A., CCC-SLP, is a doctoral candidate in the College of Media & Communication at Texas Tech University. She holds master’s degrees in both Mass Communications and Communication Sciences and Disorders. Her research focuses on investigating how adult mediation strategies impact child outcomes, including individuals with a disability using media as part of a therapeutic intervention plan.