Bambini: conversazioni nelle reti e strategie dei brand. Prime osservazioni e linee di ricerca

Maura Franchi, Cristina Ziliani and Silvia Bellini

Micro & Macro Marketing, 2013, issue 3, 503-520

Abstract: Despite the explosion of Snss and the growing interest of brands foron line conversations, analysis on the relationship between consumersand brands in these environments is still insufficient. This is particularlyevident in relation to the presence of children in Snss. Investigation onthe relationship between kids and brands has significant implicationsfor the debate on regulation of marketing messages towards children.The starting point is to assume that social networks introduce a veryimportant change in the scenario opened by web 2.0: the interplaybetween online communication and daily life. The ability to manipulate,create and share messages, brings the contents and objects exchangedinto personal relationships; messages in turn become part of children'sreal life. This paper proposes an initial exploratory research, which wasconducted through direct interviews to children and teachers, focusingon kids perception and ability to recognize brand messages.

Keywords: social networks (Snss); children; brands; kid marketing. (search for similar items in EconPapers)
Date: 2013
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