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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| Autors principals: | , , , , , |
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| Format: | Online |
| Idioma: | txec |
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Masaryk University Press
2023
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| Matèries: | |
| Accés en línia: | ONIX_20230926_9788028003036_12 |
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| _version_ | 1869516997588418560 |
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| author | Burešová, Jitka Pospíšilová, Marie Ungerman, Otakar Dědková, Jaroslava Jursová, Jitka Berki, Jan |
| author_browse | Berki, Jan Burešová, Jitka Dědková, Jaroslava Jursová, Jitka Pospíšilová, Marie Ungerman, Otakar |
| author_facet | Burešová, Jitka Pospíšilová, Marie Ungerman, Otakar Dědková, Jaroslava Jursová, Jitka Berki, Jan |
| author_sort | Burešová, Jitka |
| collection | Directory of Open Access Books |
| description | 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. |
| format | Online |
| id | doab-20.500.12854ir-114113 |
| institution | Directory of Open Access Books |
| language | cze |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Masaryk University Press |
| publisherStr | Masaryk University Press |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1141132024-03-30T12:53:25Z Online marketingová komunikace cílící na děti školního věku Burešová, Jitka Pospíšilová, Marie Ungerman, Otakar Dědková, Jaroslava Jursová, Jitka Berki, Jan digital technologies online marketing communication influencer merch product placement social networks media education media literacy e-shop price comparison video games brand discounts shopping behaviour virtual ethnographic walk thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSM Market research 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. 2023-09-26T12:08:32Z 2023-09-26T12:08:32Z 2023 book ONIX_20230926_9788028003036_12 9788028003036 9788028003029 https://directory.doabooks.org/handle/20.500.12854/114113 cze image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://munispace.muni.cz/library/catalog/download/2232/6720/4373-1/ Masaryk University Press Masaryk University 10.5817/CZ.MUNI.M280-0303-2023 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. 10.5817/CZ.MUNI.M280-0303-2023 82b3cf0f-24e2-456e-bac8-74f7c6371e02 9788028003036 9788028003029 Masaryk University 390 open access |
| spellingShingle | digital technologies online marketing communication influencer merch product placement social networks media education media literacy e-shop price comparison video games brand discounts shopping behaviour virtual ethnographic walk thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSM Market research Burešová, Jitka Pospíšilová, Marie Ungerman, Otakar Dědková, Jaroslava Jursová, Jitka Berki, Jan Online marketingová komunikace cílící na děti školního věku |
| title | Online marketingová komunikace cílící na děti školního věku |
| title_full | Online marketingová komunikace cílící na děti školního věku |
| title_fullStr | Online marketingová komunikace cílící na děti školního věku |
| title_full_unstemmed | Online marketingová komunikace cílící na děti školního věku |
| title_short | Online marketingová komunikace cílící na děti školního věku |
| title_sort | online marketingova komunikace cilici na deti skolniho veku |
| topic | digital technologies online marketing communication influencer merch product placement social networks media education media literacy e-shop price comparison video games brand discounts shopping behaviour virtual ethnographic walk thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSM Market research |
| topic_facet | digital technologies online marketing communication influencer merch product placement social networks media education media literacy e-shop price comparison video games brand discounts shopping behaviour virtual ethnographic walk thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSM Market research |
| url | ONIX_20230926_9788028003036_12 |
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