De unga konsumenterna : En fokusgruppstudie om internetbaserad reklam

Sammanfattning: As it becomes increasingly common for children to be exposed to advertising on the internet at an early age, it becomes Crucial for companies to market themselves ethically. Children are daily exposed to an overwhelming amount of internet advertising, shaping their consumption habits and behavior. Marketers view children as easy targets due to their lack of  knowledge and skills in discerning advertisement, unlike adults. The essay aims to create an understanding of how children relate to the advertising they encounter on social media. The empirical data were collected through two focus group interviews involving a total of twelve respondents. The data was then analyzed using relevant literature and theory to gain insights into the impact of advertising on children’s attitudes and values. The results show that children are daily exposed to various types of advertising on social media. However, not all of the advertising can be considered ethically correct from a societal perspective, as it can be presented as inappropriate or misleading. Throughout the study, it became evident that the role of guardians is crucial in informing children about advertising and its potential consequences. The interviews highlighted the fact that the children whose parents had provided them with deeper information about advertising had a better understanding of marketers’ intentions and how advertising cannot always be associated with something positive.