The characteristics and business impact of children's electronic word of mouth in marketing communications

• Published in: International journal of advertising 2019-07, Vol.38 (5), p.731-759
• Main Authors: Bao, Tong (Tony), Chang, Tung-lung Steven, Kim, Alex Jiyoung, Moon, Sue H.
• Format: Article
• Language: English
• Subjects: Children's eWOM; children's marketing; electronic word-of-mouth; marketing communications; social media
• ISSN: 0265-0487; 1759-3948
• DOI: 10.1080/02650487.2018.1559558

Leading digital technology companies have shown a strong interest in enabling children to send electronic word of mouth (eWOM). Recasting children from passive to active participants in marketing communications, this shift expands children's marketing practices from how companies influence children via traditional marketing communications, to how children influence companies' marketing practices through eWOM. We apply the value-capacity-vulnerability framework for children's expressive rights to the context of children's eWOM. Using a dataset of Amazon customer reviews written by children under the age of 13, we examine the characteristics and business impact of children's eWOM. We find that the volume and variance of children's eWOM are smaller than that of adults'. Children's eWOM increase the overall diversity of opinions. Although receivers perceive children's eWOM as less helpful, children's eWOM valence (i.e. average rating) correlates with that of adults'. Children's eWOM volume has a product-category-dependent association with product sales: positively in children's product categories, while negatively in general categories. Children's eWOM valence and variance are positively associated with product sales in both product categories. Receivers are less likely to criticize children's eWOM compared to that of adults', suggesting an underlying protective behaviour towards children among eWOM receivers. These results show that children have the capacity to engage in eWOM of social and business value, with receivers typically mindful of children's vulnerability in social interactions.