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Marketing communications implications of children's new electronic media use: A survey of parental opinions and perceptions

Eagle, Lynne; Bulmer, Sandy; De Bruin, Anne

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Authors

Lynne Eagle

Sandy Bulmer

Anne De Bruin



Abstract

Currently new electronic media, the Internet in particular, are poised to become a major part of the marketing and communications mix, not only for adults but also children. This poses challenges and heralds a new debate on both protection of the young vis-à-vis more equitable access and the need, nature and forms of regulation warranted. This paper reviews the literature on this debate and related issues. It reports on a New Zealand empirical study of parental perceptions of their children's electronic media use and examines the findings and the insights obtained on the use of the Internet and its role as a marketing communications medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. The issues relating to children, the Internet and the link between violence and video games are examined and implications for marketing communications are discussed.

Citation

Eagle, L., Bulmer, S., & De Bruin, A. (2003). Marketing communications implications of children's new electronic media use: A survey of parental opinions and perceptions. Journal of Marketing Communications, 9(3), 129-146. https://doi.org/10.1080/1352726032000088904

Journal Article Type Review
Publication Date Sep 1, 2003
Deposit Date Nov 22, 2010
Publicly Available Date Mar 22, 2016
Journal Journal of Marketing Communications
Print ISSN 1352-7266
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 9
Issue 3
Pages 129-146
DOI https://doi.org/10.1080/1352726032000088904
Keywords Marketing, communication, new electronic media, children
Public URL https://uwe-repository.worktribe.com/output/1067966
Publisher URL http://dx.doi.org/10.1080/1352726032000088904

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