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Bir Dijital Pazarlama Segmenti Olarak Çocuklar: YouTube

Year 2023, Volume: 22 Issue: 2, 550 - 564, 28.04.2023
https://doi.org/10.21547/jss.1175201

Abstract

Son yıllarda çocukları hedefleyen pazarlama anlayışı oldukça gelişmiştir. Akıllı cihazlar çok sayıda uygulama ve içerik içermekte, dolayısıyla çocuklar sayısız içeriği küçük yaştan itibaren tüketmektedir. Bu uygulamaların içerisinde yer alan reklamlar ve içeriklerde yer alan anlatım şekilleri kimi zaman yeni duygu ve davranışlar inşa etmekte, kimi zaman ise belli klişeleri tekrar dolaşıma sokmaktadır. İnternette yer alan sosyal medya fenomenlerini yakından takip eden küçük çocuklar, reklam ile içerik arasındaki farkı kavrayamamaktadır. Bu çalışmada dünya çapında en popüler olan ve çocuklara yönelik fenomenlik yapan içerik sağlayıcının içerik analizi pazarlama ve tüketici perspektifinden yapılmıştır. Çalışmanın bulgularında en temelde, keyifli ve mutlu yaşamanın tüketim ile gerçekleştirilebileceğine yönlendirme olduğu görülmektedir. Tüketilecek emtialar ile ilgili olarak ise inşa edilen anlamlar kimi zaman açık, kimi zaman ise örtülü olarak sunulmaktadır. Ayrıca ürün tasarım, ambalaj, sunum ve pazarlama yoluyla toplumsal cinsiyet kimliklerinin yeniden üretilmesi, erkek ve kız çocuklar arasındaki farklılıkların vurgulandığı görülmektedir. Ürünlerin bozulup kırıldığı durumlarda tamir yerine hızlı bir biçimde yenisinin satın alınması fikri işlenmekte ve ürünlerin ebat olarak daha büyük olanın makbul olduğu vurgulanmaktadır. Küçük dimağlara oldukça manipülatif ve yönlendirici içerik yayını yapan bu tip videolara karşı gerek YouTube gibi platform sahiplerinin yapay zekâ ile içerik analizi yapması, gerekse düzenleyici kurumların bu içerikleri daha yakından takip etmesi, ebeveynlerin dijital medya okuryazarlıklarını artırmaları ve en nihayetinde ürün tanıtımı yapan firmaların daha duyarlı olmaları ve pazarlama etik ilkelerine uymaları politika tavsiyesi olarak yer almaktadır.

References

  • Arora, C., v& Diwan, S. P. (2022). Children influence on family purchase decisions across product categories. SN Business & Economics, 2(7), 1-21.
  • Beales III, J. H. (2003). Advertising to kids and the FTC: A regulatory retrospective that advises the Present. Geo. Mason L. Rev., 12, 873.
  • Bilgin, N. (2006). Sosyal bilimlerde içerik analizi / teknikler ve örnek çalışmalar. Ankara: Siyasal Kitapevi.
  • Breslyn, W., & Green, A. E. (2022). Learning science with YouTube videos and the impacts of Covid-19. Disciplinary and Interdisciplinary Science Education Research, 4(1), 1-20.
  • Buijzen, M., ve Valkenburg, P. M. (2005). Parental mediation of undesired advertising effects. Journal of Broadcasting & Electronic Media, 49(2), 153-165.
  • Burroughs, B. (2017). YouTube kids: The app economy and mobile parenting. Social media+ society, 3(2), 2056305117707189.
  • Büyüköztürk, Ş., Akgün, Ö., Kılıç-Çakmak, E., Karadeniz, Ş. (2016). Bilimsel araştırma yöntemleri. Ankara: Pegem Akademi Yayıncılık.
  • Choi, E. (2022). Brand integration, disclosure, and ethics in child-targeted YouTube videos: A content analysis. Journal of Media Ethics, 1-14.
  • Coleman, P. C., Hanson, P., van Rens, T., & Oyebode, O. (2022). A rapid review of the evidence for children’s TV and online advertisement restrictions to fight obesity. Preventive Medicine Reports, 101717.
  • De Jans, S., Van de Sompel, D., Hudders, L., & Cauberghe, V. (2019). Advertising targeting young children: an overview of 10 years of research (2006–2016). International Journal of Advertising, 38(2), 173-206.
  • 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, 2685.
  • 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.
  • Feller, G., v& Burroughs, B. (2021). Branding kidfluencers: regulating content and advertising on YouTube. Television & New Media, 15274764211052882.
  • Freeman, J., & Dardis, F. (2022). Kidfluencing: The role of calls to action, logo presence, and disclosure modality on parental appraisals. Journal of Current Issues & Research in Advertising, 256-273.
  • FT (2022). Ever younger ‘kidfluencers’ face online dangers https://www.ft.com/content/e1f8a8f9-3c72-455e-b98f-348d757519a1com adresinden 17 Ocak 2023 tarihinde erişildi.
  • Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media influencers. Social Media+ Society, 5(3), 2056305119865475.
  • Haryanto, J. O., Moutinho, L., & Coelho, A. (2016). Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil. Journal of Business Research, 69(10), 4020-4032. Hourigan, K. L. (2021). Girls try, boys aim high: Exposing difference in implied ability, activity, and agency of girls versus boys in language on McDonald’s happy meal boxes. Sex Roles, 84(7), 377-391.
  • ITU (2022). Internet uptake has accelerated during the pandemic https://www.itu.int/itu-d/reports/statistics/2021/11/15/internet-use/
  • Kasser, T., & Linn, S. (2016). Growing up under corporate capitalism: the problem of marketing to children, with suggestions for policy solutions. Social Issues and Policy Review, 10(1), 122-150.
  • Lapierre, M. A., & Choi, E. (2021). Parental awareness of new online advertising techniques targeting children: an exploratory study of American parents. Young Consumers, 22(2), 290-305.
  • Li, H., & Jung, S. (2018). Networked audiences and cultural globalization. Sociology Compass, 12(4), e12570.
  • Loose, F., Hudders, L., Vanwesenbeeck, I., ve De Jans, S. (2022). Preschoolers and Advertising: A systematic literature review and future research agenda on the effects of advertising on preschool children. Journal of Advertising, 1-17.
  • Nelson, M. R. (2018). Research on children and advertising then and now: Challenges and opportunities for future research. Journal of Advertising, 47(4), 301-308.
  • Neumann, M. M., & Herodotou, C. (2020). Evaluating YouTube videos for young children. Education and Information Technologies, 25(5), 4459-4475.
  • Ofcom (2019). Why children spend time online. https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/why-children-spend-time-online
  • Ofcom (2022). Children and parents: media use and attitudes report https://www.ofcom.org.uk/__data/assets/pdf_file/0024/234609/childrens-media-use-and-attitudes-report-2022.pdf
  • Opree, S., Buijzen, M., & van Reijmersdal, E. (2021). Reliability and validity of children’s advertising exposure measures. Young Consumers. 22 (4), 660-674,
  • Rasmussen, E. E., Riggs, R. E., & Sauermilch, W. S. (2022). Kidfluencer exposure, materialism, and US tweens’ purchase of sponsored products. Journal of Children and Media, 16(1), 68-77.
  • Roth-Ebner, C. (2022). “You just have to join in”, Communications, 1-24.
  • Schwemmer, C., & Ziewiecki, S. (2018). Social media sellout: The increasing role of product promotion on YouTube. Social Media+ Society, 4(3), 2056305118786720.
  • Talavera, M. (2015). 10 Reasons why influencer marketing is the next big thing. Adweek, July, 14.
  • TÜIK (2022). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2021-45500
  • Uner, M. M., Guven, F., & Cavusgil, S. T. (2020). Churn and loyalty behavior of Turkish digital natives: Empirical insights and managerial implications. Telecommunications Policy, 44(4), 101901.
  • Valkenburg, P. M., & Cantor, J. (2001). The development of a child into a consumer. Journal of Applied Developmental Psychology, 22(1), 61-72.
  • Vlad and Niki. (2019, Haziran 9). Vlad and Nikita play with inflatable Toys. YouTube. https://www.youtube.com/watch?v=aNBaGOLb8n0
  • Vlad and Niki. (n.d.). Home [YouTube channel]. YouTube. Erişim adresi: https://www.youtube.com/@VladandNiki
  • Vlad and Niki. (2020, Ocak 25). Vlad and Nikita pink car for girls. Erişim adresi: https://www.youtube.com/watch?v=bzljDov1GkQ
  • Vlad and Niki. (2020, Ocak 29). Vlad and Nikita pretend play with Trucks for kids. Erişim adresi: YouTube. https://www.youtube.com/watch?v=rlzwmITJMkI
  • Vlad and Niki. (2020, Şubat 26). Nikita ride on toy truck play delivery service. Erişim adresi: YouTube. https://www.youtube.com/watch?v=DEsQs2jLEOg
  • Vlad and Niki. (2020, Mayıs 20). Vlad and Niki colored car for mommy. Erişim adresi: YouTube. https://www.youtube.com/watch?v=yEuVdMDSYMw
  • Vlad and Niki. (2021, Şubat 2). Vlad and Niki play with colored toy blocks and build Three Level House. Erişim adresi. https://www.youtube.com/watch?v=QTeXc3sl9v4
  • Yıldırım, A., & Şimşek, H. (2008). Sosyal bilimlerde nitel araştırma yöntemleri (6. Baskı). Ankara: Seçkin Yayıncılık.
  • Young kids’ YouTube viewing dominated by consumerism, Ads (2020, 16 Kasım). Erişim adresi: https://labblog.uofmhealth.org/health-tech/young-kids-youtube-viewing dominated-by-consumerism-ads

Children As a Digital Marketing Segment: YouTube

Year 2023, Volume: 22 Issue: 2, 550 - 564, 28.04.2023
https://doi.org/10.21547/jss.1175201

Abstract

In recent years, marketing to children has developed considerably. Smart devices contain many applications, so children consume countless content from their younger age era. The advertisements in these applications and the forms of expression in the content sometimes build new emotions and behaviors, and sometimes re-circulate certain cliches. Young children, who closely follow the social media influencers on the Internet, do not understand the difference between advertising and content. In this study, the content analysis of the most popular worldwide and child-oriented content provider was performed from a marketing and consumer perspective. In the findings of the study, contents of videos imply that the condition of a pleasant and happy life could be achieved only through consumption. Concerning the commodities to be consumed, the constructed meanings are sometimes presented explicitly and sometimes implicitly. Moreover, reproduction of gender identities through product design, packaging, presentation and marketing, and the differences between boys and girls are emphasized. In cases where the toys are broken or broken, the idea of buying a new one instead of repair is promoted and large-size toys are also encouraged. Against this type of videos that broadcast highly manipulative and guiding content to small minds; several policy recommendations should be developed such as YouTube should make content analysis with artificial intelligence, regulatory agencies should follow this content more closely, parents should increase their digital media literacy and companies that promote products should be more sensitive and comply with ethical principles.

References

  • Arora, C., v& Diwan, S. P. (2022). Children influence on family purchase decisions across product categories. SN Business & Economics, 2(7), 1-21.
  • Beales III, J. H. (2003). Advertising to kids and the FTC: A regulatory retrospective that advises the Present. Geo. Mason L. Rev., 12, 873.
  • Bilgin, N. (2006). Sosyal bilimlerde içerik analizi / teknikler ve örnek çalışmalar. Ankara: Siyasal Kitapevi.
  • Breslyn, W., & Green, A. E. (2022). Learning science with YouTube videos and the impacts of Covid-19. Disciplinary and Interdisciplinary Science Education Research, 4(1), 1-20.
  • Buijzen, M., ve Valkenburg, P. M. (2005). Parental mediation of undesired advertising effects. Journal of Broadcasting & Electronic Media, 49(2), 153-165.
  • Burroughs, B. (2017). YouTube kids: The app economy and mobile parenting. Social media+ society, 3(2), 2056305117707189.
  • Büyüköztürk, Ş., Akgün, Ö., Kılıç-Çakmak, E., Karadeniz, Ş. (2016). Bilimsel araştırma yöntemleri. Ankara: Pegem Akademi Yayıncılık.
  • Choi, E. (2022). Brand integration, disclosure, and ethics in child-targeted YouTube videos: A content analysis. Journal of Media Ethics, 1-14.
  • Coleman, P. C., Hanson, P., van Rens, T., & Oyebode, O. (2022). A rapid review of the evidence for children’s TV and online advertisement restrictions to fight obesity. Preventive Medicine Reports, 101717.
  • De Jans, S., Van de Sompel, D., Hudders, L., & Cauberghe, V. (2019). Advertising targeting young children: an overview of 10 years of research (2006–2016). International Journal of Advertising, 38(2), 173-206.
  • 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, 2685.
  • 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.
  • Feller, G., v& Burroughs, B. (2021). Branding kidfluencers: regulating content and advertising on YouTube. Television & New Media, 15274764211052882.
  • Freeman, J., & Dardis, F. (2022). Kidfluencing: The role of calls to action, logo presence, and disclosure modality on parental appraisals. Journal of Current Issues & Research in Advertising, 256-273.
  • FT (2022). Ever younger ‘kidfluencers’ face online dangers https://www.ft.com/content/e1f8a8f9-3c72-455e-b98f-348d757519a1com adresinden 17 Ocak 2023 tarihinde erişildi.
  • Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media influencers. Social Media+ Society, 5(3), 2056305119865475.
  • Haryanto, J. O., Moutinho, L., & Coelho, A. (2016). Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil. Journal of Business Research, 69(10), 4020-4032. Hourigan, K. L. (2021). Girls try, boys aim high: Exposing difference in implied ability, activity, and agency of girls versus boys in language on McDonald’s happy meal boxes. Sex Roles, 84(7), 377-391.
  • ITU (2022). Internet uptake has accelerated during the pandemic https://www.itu.int/itu-d/reports/statistics/2021/11/15/internet-use/
  • Kasser, T., & Linn, S. (2016). Growing up under corporate capitalism: the problem of marketing to children, with suggestions for policy solutions. Social Issues and Policy Review, 10(1), 122-150.
  • Lapierre, M. A., & Choi, E. (2021). Parental awareness of new online advertising techniques targeting children: an exploratory study of American parents. Young Consumers, 22(2), 290-305.
  • Li, H., & Jung, S. (2018). Networked audiences and cultural globalization. Sociology Compass, 12(4), e12570.
  • Loose, F., Hudders, L., Vanwesenbeeck, I., ve De Jans, S. (2022). Preschoolers and Advertising: A systematic literature review and future research agenda on the effects of advertising on preschool children. Journal of Advertising, 1-17.
  • Nelson, M. R. (2018). Research on children and advertising then and now: Challenges and opportunities for future research. Journal of Advertising, 47(4), 301-308.
  • Neumann, M. M., & Herodotou, C. (2020). Evaluating YouTube videos for young children. Education and Information Technologies, 25(5), 4459-4475.
  • Ofcom (2019). Why children spend time online. https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/why-children-spend-time-online
  • Ofcom (2022). Children and parents: media use and attitudes report https://www.ofcom.org.uk/__data/assets/pdf_file/0024/234609/childrens-media-use-and-attitudes-report-2022.pdf
  • Opree, S., Buijzen, M., & van Reijmersdal, E. (2021). Reliability and validity of children’s advertising exposure measures. Young Consumers. 22 (4), 660-674,
  • Rasmussen, E. E., Riggs, R. E., & Sauermilch, W. S. (2022). Kidfluencer exposure, materialism, and US tweens’ purchase of sponsored products. Journal of Children and Media, 16(1), 68-77.
  • Roth-Ebner, C. (2022). “You just have to join in”, Communications, 1-24.
  • Schwemmer, C., & Ziewiecki, S. (2018). Social media sellout: The increasing role of product promotion on YouTube. Social Media+ Society, 4(3), 2056305118786720.
  • Talavera, M. (2015). 10 Reasons why influencer marketing is the next big thing. Adweek, July, 14.
  • TÜIK (2022). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2021-45500
  • Uner, M. M., Guven, F., & Cavusgil, S. T. (2020). Churn and loyalty behavior of Turkish digital natives: Empirical insights and managerial implications. Telecommunications Policy, 44(4), 101901.
  • Valkenburg, P. M., & Cantor, J. (2001). The development of a child into a consumer. Journal of Applied Developmental Psychology, 22(1), 61-72.
  • Vlad and Niki. (2019, Haziran 9). Vlad and Nikita play with inflatable Toys. YouTube. https://www.youtube.com/watch?v=aNBaGOLb8n0
  • Vlad and Niki. (n.d.). Home [YouTube channel]. YouTube. Erişim adresi: https://www.youtube.com/@VladandNiki
  • Vlad and Niki. (2020, Ocak 25). Vlad and Nikita pink car for girls. Erişim adresi: https://www.youtube.com/watch?v=bzljDov1GkQ
  • Vlad and Niki. (2020, Ocak 29). Vlad and Nikita pretend play with Trucks for kids. Erişim adresi: YouTube. https://www.youtube.com/watch?v=rlzwmITJMkI
  • Vlad and Niki. (2020, Şubat 26). Nikita ride on toy truck play delivery service. Erişim adresi: YouTube. https://www.youtube.com/watch?v=DEsQs2jLEOg
  • Vlad and Niki. (2020, Mayıs 20). Vlad and Niki colored car for mommy. Erişim adresi: YouTube. https://www.youtube.com/watch?v=yEuVdMDSYMw
  • Vlad and Niki. (2021, Şubat 2). Vlad and Niki play with colored toy blocks and build Three Level House. Erişim adresi. https://www.youtube.com/watch?v=QTeXc3sl9v4
  • Yıldırım, A., & Şimşek, H. (2008). Sosyal bilimlerde nitel araştırma yöntemleri (6. Baskı). Ankara: Seçkin Yayıncılık.
  • Young kids’ YouTube viewing dominated by consumerism, Ads (2020, 16 Kasım). Erişim adresi: https://labblog.uofmhealth.org/health-tech/young-kids-youtube-viewing dominated-by-consumerism-ads
There are 43 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Business
Authors

Aytuğ Mermer Üzümlü 0000-0001-6410-4974

Faruk Güven 0000-0002-2440-585X

Publication Date April 28, 2023
Submission Date September 14, 2022
Acceptance Date March 8, 2023
Published in Issue Year 2023 Volume: 22 Issue: 2

Cite

APA Mermer Üzümlü, A., & Güven, F. (2023). Bir Dijital Pazarlama Segmenti Olarak Çocuklar: YouTube. Gaziantep University Journal of Social Sciences, 22(2), 550-564. https://doi.org/10.21547/jss.1175201