As marcas e os tweens

: a influência do YouTube nas crianças e como estas influenciam o consumo da família

Abstract

We all know that we live in an age where the internet and digital technologies are present in our daily lives and where it is increasingly common for children to be used to using certain digital channels from a very young age. Even if adults do not encourage this use, children are very attracted to digital technologies, are very curious and seek to learn. Brands and marketers seek to get closer to consumers through the tools that are most effective. YouTube is one of the most used channels, and children own a large majority of its content views. With the evolution of the digital world, children are born already in a digital context, being familiar with the most diverse and advanced technologies. Already very young, children seek information and like to be aware of trends. It is in this context that this research is included, which, starting from three questions, seeks to study the child consumer, evaluating how brands relate to tweens (8 to 12 years) through YouTube and youtubers, and how these children become, or not, influential of family consumption. It is through a quantitative methodology operationalized through the application of two questionnaire surveys (one directed to families and the other to the market) that it seeks to meet the objectives defined for this dissertation. The questionnaire on the perspective of families obtained 38 responses from tweens and 309 from adults. The questionnaire about the market perspective was answered by 42 marketers. The present study allowed us to conclude that youtubers clearly influence, both from the perspective of parents and marketing professionals, the behaviors of tweens and that these, in turn, also have an impact on the behaviors of parents, influencing the consumption of the household. Thus, the advantages for brands in working with youtubers are related to increased visibility and the real impact on the consumption behaviors of tweens and other household members.

Date of Award	20 Feb 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)