KIDFLUENCER · Towards a Kid-Centric, Dynamic and Hybrid Theory of Consumer Socialization to Understand the Dynamics and Implications of the Kidfluencer Phenomenon.

KIDFLUENCER will examine the dynamics of the kidfluencer phenomenon to understand its implications for children’s consumer socialization process. Kidfluencers are generation alpha children (born after 2010) that have highly popular profiles (+ 1.000 subscribers) on social media (e.g., Instagram or YouTube) on which they endorse fun and entertaining content, often containing (sponsored) brand endorsements. Past research merely focused on the negative impacts of kidfluencer activities, such as the commercial exploitation of kidfluencers or the deception of kid followers. This project takes an innovative approach by examining whether kidfluencer activities can be considered as pathways for empowerment and growth contributing to children’s consumer socialization process, while considering potential hazards. Using a three-pronged approach (inspired by cultivation theory), the production, content and impact of kidfluencer activities will be examined, giving a voice to kidfluencers, their entourage and followers. Unique compared to cultivation and consumer socialization research is that children will be considered as active co-creators in the research design, co-deciding upon methodological approaches. By challenging consumer socialization theory’s assumptions of a rational consumer and a linear consumer socialization process, I aim to obtain an in-depth understanding of how children’s consumer socialization process is changing in today’s digital age. A multi-method, longitudinal approach will be adopted, combining quantitative (digital traces netnography, experiments and survey) with qualitative methods (ethnography and expert interviews) to tackle the shortcomings of past research. This comprehensive approach will provide a solid knowledge base on how kidfluencers can be conceptualized as a new, hybrid agent of consumer socialization and whether, to what extent, how and for which children this agent affects young children’s consumer socialization process.