Comprehension and Responses of Children and Their Parents to Social Media Influencer Marketing

Abstract

Objectives: With the widespread influence of social media and the rise of influencer marketing, consumers—especially children—are increasingly susceptible to impulsive purchasing decisions. They are also more likely to be exposed to unhealthy marketing content. This study aims to explore the comprehension and coping strategies of children and their parents regarding social media influencer marketing, in order to provide references for parenting practices, school education, and policy development.

Methods: This study adopted a qualitative research design and conducted semi-structured in-depth interviews. Using purposive sampling, 17 participants from five families were recruited in 2024, including 11 children (ranging from first grade of elementary school to third grade of junior high school) and 6 parents. The data were analyzed using thematic analysis.

Results: Both children and parents reported frequent exposure to influencer marketing related to daily products, unhealthy foods, and online games. Most parents believed they had limited ability to identify influencer marketing and expressed concerns about their children’s susceptibility. In contrast, children perceived themselves as capable of identifying influencer content through cues such as discount codes, giveaways, product links, disclosure phrases (e.g., “sponsored,” “collab”), and platform-specific symbols (e.g., “@”, “#”). Both groups indicated that emotional attachment to influencers and the content itself often influenced purchasing decisions. In response, children tended to skip over sponsored content, whereas parents preferred to compare and verify product information before deciding. Parenting styles also varied by child age: families with younger children were more likely to adopt restrictive approaches (e.g., limiting screen time or access), while those with older children favored proactive guidance (e.g., teaching internet safety). Most parents expressed the need for early school-based media literacy education and called for the government to establish clear regulations on influencer marketing disclosures.

Conclusions: Children are frequently exposed to unhealthy marketing content, and their understanding of influencer marketing varies by developmental stage. As they grow older, parental control becomes more challenging. Therefore, enhancing digital media literacy education and enacting disclosure regulations are essential steps to protect children from inappropriate marketing influence.