What is it about?

Children are involved in brand-based networks, whether it be with school friends or via online networks. This paper investigates children's (6-14 years old) participation in these brand-based social networks. Specifically the factors of social identity (feeling a sense of belonging to the group), self-esteem and anticipated emotions and how these influenced children's participation. Interestingly, even negative emotions led to more commitment to the group and also recommending others to join!

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Why is it important?

This paper is one of the first to investigate children's participation in branded networks (also termed brand communities). Findings suggest that both positive and negative emotions influence children's identification with their network and whether they will encourage others to join the network.


This paper was part of my PhD that focussed on child-oriented brand communities and specifically children's participation in these communities. I am very proud of this paper as it is my first publication in a peer-reviewed journal.

Margurite Hook
University of Newcastle

Read the Original

This page is a summary of: Children's participation in brand-based social networks: examining the role of evaluative social identity, self-esteem and anticipated emotions on commitment and desire to recommend, International Journal of Consumer Studies, August 2016, Wiley,
DOI: 10.1111/ijcs.12300.
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