What is it about?
The impact of peer pressure on children's participation in branded communities was investigated through three experimental studies. When children feel pressure to participate in the community, they have a stronger participation desire and this is found to be because of a 'fear of social exclusion'. In other words children will feel like they will be excluded socially from their peers unless they give in to the peer pressure. Interestingly, the influence of peer pressure was only evident for young children (6 to 11 years old).
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Why is it important?
This research shows how peer pressure can influence children's participation in branded communities, especially for younger children (ages 6 to 11). The findings suggest that safeguards and monitoring should be put in place for young brand community members to ensure no negative mental health ramifications. Insights are useful for parents, academics, and practitioners.
Perspectives
Peer pressure is often a hot topic when children are concerned, and that is why I wanted to explore this area with regards to child-oriented brand communities. This research was the last part of my PhD studies on child-oriented brand communities. instead of focussing only on the positive aspects of brand communities, this paper helps provide another perspective of the marketing tool, which is important for parents, academics and practitioners, especially since brand communities are growing in use.
Margurite Hook
University of Newcastle
Read the Original
This page is a summary of: Take the pressure down: investigating the influence of peer pressure on participation desire in child-oriented brand communities, Journal of Strategic Marketing, June 2020, Taylor & Francis,
DOI: 10.1080/0965254x.2020.1783569.
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