“Kidfluencers”
Children Influencers on YouTube and TikTok and their Impact on the Child Audience
DOI:
https://doi.org/10.62161/revvisual.v16.5301Keywords:
Social Media, Kids Influencers, Youtube, Tik Tok, Content creation, Digital engagement, ProsumerAbstract
In this study, a theoretical review is carried out to analyze the differences in the interaction with children and adolescents on TikTok and YouTube. The viral dynamics and challenges of TikTok are highlighted, encouraging creativity and active participation, while YouTube offers a more extensive and educational approach. The literature review shows three areas of interest: content created by minor influencers, communication factors that explain their persuasive capacity, and vulnerability of minor influencers and their followers. The lack of research that compares behaviors on both platforms is noted. It is essential to consider the protection of minors and the need for greater regulation. The importance of constanly research is highlighted to adapt to emerging challenges in the evolving digital landscape.
Downloads
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and informatics, 34(7), 1177-1190... https://doi.org/10.1016/j.tele.2017.05.008 DOI: https://doi.org/10.1016/j.tele.2017.05.008
Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015). From clicks to behaviors: The mediating effect of intentions to like, share, and comment on the relationship between message evaluations and offline behavioral intentions. Journal of Interactive Advertising, 15(2), 82-96. https://doi.org/10.1080/15252019.2015.1071677 DOI: https://doi.org/10.1080/15252019.2015.1071677
Bandura, A., Ross, D., & Ross, S. A. (1961). Transmission of aggression through imitation of aggressive models. The Journal of Abnormal and Social Psychology, 63(3), 575-582. https://doi.org/10.1037/h0045925 DOI: https://doi.org/10.1037/h0045925
Blanco, E. F., & Gutiérrez, M. R. (2022). Kid influencers as content creators: Legal implications. VISUAL REVIEW. International Visual Culture Review/Revista Internacional de Cultura Visual, 10(1), 1-16. DOI: https://doi.org/10.37467/revvisual.v9.3553
Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x DOI: https://doi.org/10.1111/j.1083-6101.2007.00393.x
Buzeta, C, De Keyzer, F., Dens, N., De Pelsmacker, P. (2023). Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study https://doi.org/10.1080/02650487.2023.2215079 DOI: https://doi.org/10.1080/02650487.2023.2215079
Calvert, S. L., Richards, M. N., & Kent, C. C. (2014). Personalized interactive characters for toddlers' learning of seriation from a video presentation. Journal of Applied Developmental Psychology, 35(3), 148-155. DOI: https://doi.org/10.1016/j.appdev.2014.03.004
Calvert, S. L., Appelbaum, M., Dodge, K. A., Graham, S., Nagayama Hall, G. C., Hamby, S., ... & Hedges, L. V. (2017). The American Psychological Association Task Force assessment of violent video games: Science in the service of public interest. American Psychologist, 72(2), 126. DOI: https://doi.org/10.1037/a0040413
Cárdaba, M. A., Fernández, A., Martinez, L., & Cuesta, U. (2023). Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives. Journal of Global Fashion Marketing, 14(2), 157-172. DOI: https://doi.org/10.1080/20932685.2022.2085607
Castillo-Abdul, B., Romero-Rodríguez, L. M., & Larrea-Ayala, A. (2020). Kid influencers in Spain: understanding the themes they address and preteens' engagement with their YouTube channels. Heliyon, 6(9). DOI: https://doi.org/10.1016/j.heliyon.2020.e05056
Cheng, J., Danescu-Niculescu-Mizil, C., Leskovec, J., & Bernstein, M. (2015). Antisocial behavior in online discussion communities. In Ninth International Conference on Web and Social Media.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650. https://doi.org/10.1002/mar.20550 DOI: https://doi.org/10.1002/mar.20550
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001 DOI: https://doi.org/10.1002/mar.21001
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309-325. DOI: https://doi.org/10.1080/00913367.2018.1539363
De Pelsmacker, P. (2017). Marketing communications: A European perspective (6th ed.). Pearson Education 120
De Veirman, Marijke, Veroline Cauberghe, and Liselot Hudders (2017). Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36 (5), 798-828. DOI: https://doi.org/10.1080/02650487.2017.1348035
De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in psychology, 10, 498106. DOI: https://doi.org/10.3389/fpsyg.2019.02685
Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297-308. https://doi.org/10.1080/00913367.2016.1274925 DOI: https://doi.org/10.1080/00913367.2016.1274925
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of interactive advertising, 17(2), 138-149. DOI: https://doi.org/10.1080/15252019.2017.1366885
Fardouly, J., Diedrichs, P. C., Vartanian, L. R., & Halliwell, E. (2015). Social comparisons on social media: The impact of Facebook on young women's body image concerns and mood. Body image, 13, 38-45.Feijoo, B. & Fernández-Gómez, E. (2021). Child influencers on YouTube and Instagram: content and brand presence during confinement. Cuadernos.Info, (49), 302-330. Https://doi.org/10.7764/cdi.49.27309 DOI: https://doi.org/10.1016/j.bodyim.2014.12.002
Folkvord, F., Anschütz, D. J., Buijzen, M., & Valkenburg, P. M. (2013). The effect of playing advergames that promote energy-dense snacks or fruit on actual food intake among childrenThe American journal of clinical nutrition, 97(2), 239-245. DOI: https://doi.org/10.3945/ajcn.112.047126
Fisch, S. M. (2014). Children's learning from educational television: Sesame Street and beyond. Routledge. DOI: https://doi.org/10.4324/9781410610553
Gómez Gómez, D. M., Arias Mancilla, Z. A., & Garay Campo, L. N. (2022). Effect of the use of the social network Tik Tok on the formation of virtual identity, popularity and virtual socialization in adolescents.
Herrman, J. (2019). How TikTok is rewriting the world. The New York Times, 10, 412586765-1586369711.
Hill, S. R., Troshani, I., & Chandrasekar, D. (2017). Signalling effects of vlogger popularity on online consumers. Journal of Computer Information Systems. 76-84 https://doi.org/10.1080/08874417.2017.1400929 DOI: https://doi.org/10.1080/08874417.2017.1400929
Hoffner, C., & Buchanan, M. (2005). Young adults' wishful identification with television characters: The role of perceived similarity and character attributes. Media psychology, 7(4), 325-351. DOI: https://doi.org/10.1207/S1532785XMEP0704_2
Holloway, D., Green, L., & Livingstone, S. (2013). Zero to eight: Young children and their internet use.
Knöfel, U. (2016). Editing: Putting the pieces together. In The YouTube Reader (pp. 83-98). Wallflower Press.
Kaya, T. (2021). Navigating identity in the TikTok age. Popular Communication, 19(2), 91-103.
Kołaszewska, I., & Kacprzak, A. (2022). The Attitude of Children and Parents Towards Children Influencers. Journal of Marketing and Consumer Behaviour in Emerging Markets, (2 (15), 4-23. DOI: https://doi.org/10.7172/2449-6634.jmcbem.2022.2.1
Livingstone, S. (2012). Critical reflections on the benefits of ICT in education. Oxford Review of Education, 38(1), 9-24. DOI: https://doi.org/10.1080/03054985.2011.577938
Livingstone, S, Mascheroni, G and Staksrud, (2017). European research on children's internet use: Assessing the past, anticipating the future. DOI: https://doi.org/10.1177/1461444816685930
Livingstone, S., & Third, A. (2017). Children and young people's rights in the digital age: An emerging agenda. New Media & Society, 19(5), 657-670. https://doi.org/10.1177/1461444816686318 DOI: https://doi.org/10.1177/1461444816686318
Leon, L. (2018). Child YouTubers and the video creation process: evidence of transmedia competencies in action. Communication And Society, (33), 115-137. https://doi.org/10.32870/cys.v0i33.7080. https://doi.org/10.32870/cys.v0i33.7080 DOI: https://doi.org/10.32870/cys.v0i33.7080
Lopez-Navarreta A. J., Cabrera-Mendez, M., Diez-Somavilla, R., & Calduch-Losa, Á. (2021) Formula for measuring viewer engagement on YouTube: exploratory research on top Spanish youtubers. Revista mediterránea de comunicación, 12(1), 143-156. DOI: https://doi.org/10.14198/MEDCOM000013
Martín-Cárdaba, M. Á., Lafuente Pérez, P., Durán Vilches, M., & Solano Altaba, M. (2024). Gender stereotypes and social networks: consumption of influencer-generated content among preadolescents and adolescents. Doxa Comunicación. Revista Interdisciplinar De Estudios De Comunicación Y Ciencias Sociales, (38), 81-97.
Martin-Cárdaba, M. A., Porto-Pedrosa, L., & Verde-Pujol, L. (2022). Representation of female beauty in advertising: effects on emotional well-being, body satisfaction, and weight control in young women. El profesional de la información, 31(1).
Marsh, J., Plowman, L., Yamada-Rice, D., Bishop, J., & Scott, F. (2020). Digital play: A new classification. In Digital Play and Technologies in the Early Years (pp. 20-31). Routledge. DOI: https://doi.org/10.4324/9780429444418-3
McNeal, J. U., & Ji, M. F. (2003). Children's visual memory of packaging. Journal of consumer marketing, 20(5), 400-427. DOI: https://doi.org/10.1108/07363760310489652
Moe, W. W., & Schweidel, D. A. (2012). Opportunities for innovation in social media: An analysis of publicly disclosed FDA warning letters. Journal of Interactive Marketing, 26(2), 102-113.
Morales, C. (2021, 12 November). La Liga, Red Bull and Iberdrola: The most successful brands on TikTok .PR News. Retrieved 10 May 2022, from https://prnoticias.com/2021/11/12/la-liga-red-bull-e-iberdrola-las-marcas-quemas-triunfan-en-tiktok/
Moreno García, G. V. (2023). Influencia de las redes sociales en la sociedad (Bachelor's thesis, Guayaquil: ULVR, 2023.).
Neumann, M. M., & Herodotou, C. (2020). Young Children and YouTube: A global phenomenon. Childhood Education, 96(4), 72-77. DOI: https://doi.org/10.1080/00094056.2020.1796459
Nicoll, B., & Nansen, B. (2018). Mimetic production in YouTube toy unboxing videos. Social Media+ Society, 4(3), 2056305118790761. DOI: https://doi.org/10.1177/2056305118790761
Nissenbaum, H. (2009). Privacy in context: Technology, policy, and the integrity of social life. In Privacy in Context. Stanford University Press. DOI: https://doi.org/10.1515/9780804772891
Núñez-Cansado, M., López-López, A., & Somarriba-Arechavala, N. (2021). Covert advertising in kidsfluencers. A methodological proposal applied to the case study of the ten minor youtubers with more followers in Spain. El Profesional de la información, 30(2). e300219. https://doi.org/10.3145/epi.2021.mar.19 DOI: https://doi.org/10.3145/epi.2021.mar.19
Orben, A., & Przybylski, A. K. (2019). The association between adolescent well-being and digital technology use. Nature human behaviour, 3(2), 173-182. DOI: https://doi.org/10.1038/s41562-018-0506-1
Pedersen, I., & Aspevig, K. (2018). Being Jacob: Young children, automedial subjectivity, and child social media influencers. M/C Journal, 21(2). DOI: https://doi.org/10.5204/mcj.1352
Peña-Fernández, S., Ureta, A., & Gras, J. (2022). Current information on TikTok. Virality and entertainment for digital natives. Profesional de la Información, 31, 1-12. DOI: https://doi.org/10.3145/epi.2022.ene.06
Pérez-Escolar, M., Alcaide-Pulido, P., & Del Toro, A. (2023). Nuevos referentes informativos de la generación Z: Estudio del rol de los y las influencers en TikTok como divulgadores/as de contenidos. Revista de Comunicación y Medios Digitales, 12(3), 45-60.
https://doi.org/10.12345/rcmd.2023.12.3.45
Pourazad, N., Stocchi, L., & Narsey, S. (2023). A comparison of social media influencers' KPI patterns across platforms: Exploring differences in followers and engagement on Facebook, Instagram, YouTube, TikTok, and Twitter. Journal of Advertising Research, 63(2), 139-159. DOI: https://doi.org/10.2501/JAR-2023-008
Primack, B. A., Shensa, A., Sidani, J. E., Whaite, E. O., andi Lin, L., Rosen, D., ... & Miller, E. (2017). Social media use and perceived social isolation among young adults in the US. American journal of preventive medicine, 53(1), 1-8. DOI: https://doi.org/10.1016/j.amepre.2017.01.010
Rideout, V. J., Foehr, U. G., & Roberts, D. F. (2010). Generation M 2: Media in the Lives of 8-to 18-Year-Olds. Henry J. Kaiser Family Foundation.
Ramos-Serrano, M., & Herrero-Diz, P. (2016). Unboxing and brands: youtubers phenomenon through the case study of evantubehd. Revista Prisma Social, 90-120. Retrieved from https://revistaprismasocial.es/article/view/1315
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742. DOI: https://doi.org/10.1016/j.jretconser.2019.01.011
Suárez-Álvarez, R., & García-Jiménez, A. (2021). Centennials on TikTok: type of video. Analysis and comparative Spain-Great Britain by gender, age, and nationality. Revista Latina de Comunicación Social, (79), 1-21. DOI: https://doi.org/10.4185/RLCS-2021-1503
Suárez-Álvarez, R., García-Jiménez, A., & Montes-Vozmediano, M. (2021). Analysis of the typology of advertising content inserted in the channels of adolescent youtubers. Prisma Social, 34, 40-60.
Subrahmanyam, K., & Šmahel, D. (2011). Digital youth: The role of media in development (pp. 27-40). New York, NY: Springer. DOI: https://doi.org/10.1007/978-1-4419-6278-2_2
Tur-Viñes, V., Núñez Gómez, P., & González-Río, M. J. (2018). Influential minors on YouTube. A space for responsibility. Revista Latina de Comunicación Social, 73, pp. 1211 a1230. DOI: 10.4185/RLCS-2018-1303. DOI: https://doi.org/10.4185/RLCS-2018-1303
Twenge, J. M., Campbell, W. K., & Carter, N. T. (2014). Declines in trust in others and confidence in institutions among American adults and late adolescents, 1972-2012. Psychological science, 25(10), 1914-1923. DOI: https://doi.org/10.1177/0956797614545133
Vallés Pardo, S. R. (2022). Analysis of interactions in Tik Tok. Influencias en la cultura popular (Doctoral dissertation, Universitat Politècnica de València). http://hdl.handle.net/10251/189160
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213. DOI: https://doi.org/10.1080/16522354.2018.1501146
Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147. https://doi.org/10.1080/15252019.2020.1769514 DOI: https://doi.org/10.1080/15252019.2020.1769514
YouTube (2024). Official blog. Retreived from https://blog.youtube/press/
Downloads
Published
How to Cite
Issue
Section
License
Those authors who publish in this journal accept the following terms:
- Authors will keep the moral right of the work and they will transfer the commercial rights.
