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Article

The Relationship of Chilean Minors with Brands and Influencers on Social Networks

1
Department of Communication, School of Business and Communication, International University of La Rioja (UNIR), 26006 Logroño, Spain
2
School of Communication, University of Navarra, 31080 Pamplona, Spain
*
Author to whom correspondence should be addressed.
Academic Editor: Ignacio Aguaded
Sustainability 2021, 13(5), 2822; https://doi.org/10.3390/su13052822
Received: 3 February 2021 / Revised: 26 February 2021 / Accepted: 1 March 2021 / Published: 5 March 2021
(This article belongs to the Special Issue Influencers: Media Competence and Global Citizenship)
This article presents the results of a study that sought to analyze the relationship between minors and brands on social media. The frequency with which minors search for or share information or subscribe to brand web pages was measured, as well as their following of influencers, who commonly refer to consumer goods. The main purpose of this article is to contribute to learning about the commercial environment that surrounds children in their routines on social media, particularly because of their growing influence in home purchasing decisions. The results, obtained from a survey applied in 501 homes in the Metropolitan Area of Santiago de Chile to minors between 10 and 14 years old, show that the respondents effectively interact with brands through social media. Although it is not a widespread practice among 10- to 12-year-olds, it is increasingly becoming present among 13- to 14-year-olds. Children seem most interested in sportswear, fashion, and technology brands, areas in which children have significant influence in family purchasing decision. Following influencers through social media is also a common activity among minors. In particular, the age groups here studied preferred to follow celebrities, particularly from the worlds of music, football, or YouTube, over specific brands. View Full-Text
Keywords: children; brands; social networks; consumer; influencers; commercial content children; brands; social networks; consumer; influencers; commercial content
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MDPI and ACS Style

Feijoo, B.; Sádaba, C. The Relationship of Chilean Minors with Brands and Influencers on Social Networks. Sustainability 2021, 13, 2822. https://doi.org/10.3390/su13052822

AMA Style

Feijoo B, Sádaba C. The Relationship of Chilean Minors with Brands and Influencers on Social Networks. Sustainability. 2021; 13(5):2822. https://doi.org/10.3390/su13052822

Chicago/Turabian Style

Feijoo, Beatriz, and Charo Sádaba. 2021. "The Relationship of Chilean Minors with Brands and Influencers on Social Networks" Sustainability 13, no. 5: 2822. https://doi.org/10.3390/su13052822

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