ABSTRACT
Children are constructed as multidimensional consumers by advertisers who adopt various marketing strategies to target them via digital media. Some key practices directed at digital youth include retargeting, social media newsfeed advertising, influencer marketing, location-based mobile advertising, and mobile apps that collect personal information and encourage children to spend money. The chapter highlights concerns associated with these practices such as privacy intrusion, children’s susceptibility to covert advertising, and ad-induced materialism. It concludes by identifying three gaps in the current understanding of marketing to youth through digital media, offering suggestions for future research.
