The Impact of Social Media Advertisement on Children Consuming Behavior: Case of yogurt products in Morocco

Abstract

Social media is represent a selection of platforms used by advertisements targeting all kinds of consumers. In 2019 ‘’TotallyAwesome’’ showed that, 90% of children between the ages of 4 and 12 use social media platforms such as Facebook, Instagram and YouTube. Considering that, children are considered as the primary target group by companies in the given communication. In 2017, the American Psychological Association report shows that spending time on social media by children has an impact on their consuming behavior toward products and brands. This paper aims to study the influence of social media advertisement on children consuming behavior toward dairy products, more specifically yogurt in Morocco. We will focus on the time spent on Social media, the visual advertisement, the sound advertisement and their influence on the children’s daily yogurt consumption for a sample of 528 kids. T he results showed that the time spent on Social Media has a positive impact on the children s yogurt consumption. Also, children seem to be more influenced by sound advertising more than the visual one. Compared to the advertisement on TV, the advertisement in Social Media has more impacts on children s consumption behavior.