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Parents’ Responses to Child-Targeted Influencer Advertising: An Investigation Using the Persuasion Knowledge Model

Abstract Research in the field of children and media has long had a heavy focus on children’s understandings and evaluations of advertising, noting the importance of parental mediation to protect children from unfairly being influenced. However, little is known regarding parents’ own understanding and evaluations of advertising, particularly in newer and more subtle media formats. This study therefore uses the persuasion knowledge model (PKM) to investigate parents’ responses to influencers’ product placement in YouTube videos, as well as whether this is associated with greater monitoring of children’s social media use and/or more negative evaluations of promoted brands. Findings suggest that most parents judge product placement in influencers’ YouTube videos to be generally appropriate and evaluate promoted brands positively as long as they find the content of the video appealing. They also engage in parental mediation, particularly when their own Internet skills are sufficient. Theoretical and practical implications are discussed.