Impact Of Social Media Advertising On Children’s Mindspace – A Study Of North India

Abstract

The rapid globalization of markets and the consequent spread of advertisement tend to children in a key phase of their development relating to the promotion of commercial consumer products especially the mostly digital types. Despite the changes taking place in the world, for example, in our postmodern society with its digital culture, there exist however a lot of changes and a need to examine the effects of advertising on Indian children with the rise of culture, in particular, the influence of social media (SM) advertising during the digital sweep. North India could be conveniently chosen for the study due to its considerable geographic and sociodemographic differences within its urban and semi urban areas. This study fills this gap by examining the effect of exposure to SM ads on 7 – 14 years old north Indian children. To be more precise, the study seeks to find out what kind of digital adverts children are more sensitive to, and how they affect the family’s shopping behavior negatively. A total of 202 people aged 6-13 Grade out of two states in India: New Delhi and UP (Uttar Pradesh) were selected using Convenience and Judgment sampling methods. According to the research, it is obvious that SM advertising impacts significantly on children’s brand memories more so when it comes to food and leisure products. Thus, the advertisement on SM does not merely promote products but also the behaviors that accompany them. The results suggest feasible marketing initiatives and encourage the development of positive parenting.