The Role of parental mediation in children’s consumer socialization on the Web.

Abstract

Using consumer socialization as a theoretical framework, this study investigated the nature and the role of parental mediation in children's responses to and interactions with online advertising. Specifically, it aimed at (1) determining antecedents of parental mediation; (2) examining parent-child co-orientation to different forms of parental mediation; and (3) exploring the relationship between parental mediation and children's attitudes, beliefs, and behaviors related to online advertising. Surveys conducted with children aged 9-12 and their parents/primary caregivers in South Korea revealed that (1) parenting styles and family communication patterns were closely associated with parental mediation; (2) parent-child dyads did not highly agree on any types of parental mediation; and (3) parental mediation and consumer socialization outcomes in the online advertising context were weakly associated. Implications of findings and suggestions for future research were discussed.