Conference Proceedings

Understanding Parental Mediation of Children's Interaction With Online Advertising

W SHIN, undefined Faber, R. J., undefined Huh, J.

Association for Consumer Research | Published : 2012

Abstract

Conducting a survey with 380 parents of children aged 9-12 in South Korea, this study investigated how various parent factors (parenting styles, family communication patterns, and parents’ attitude toward the Internet) are associated with the way parents supervise and educate children’s interaction with online advertising.

University of Melbourne Researchers