Impact of Advertising on Educational Apps Used by Children: A Parental Perspective

India’s education sector is being impacted by COVID-19 in unprecedented ways. The pandemic is disrupting the traditional education system, affecting over 320 million students. This sector is trying to develop robust, innovative approaches to foster a paradigm shift toward digital education. These ef...

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Bibliographic Details
Published in:International journal of web-based learning and teaching technologies 2021-11, Vol.16 (6), p.1-13
Main Authors: Iyer, Kavitha Venkatasubramany, Dole, Vikas Suresh
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Cellular telephones
Children
Consumer behavior
Consumer education
Consumers
COVID-19
Distance learning
Education
Educational software
Educational technology
Empowerment
Internet
Marketing research
Online education
Online instruction
Pandemics
Parenting
Parents
Parents & parenting
Qualitative research
Secondary education
Smartphones
Students
Teaching
Web applications
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Summary:India’s education sector is being impacted by COVID-19 in unprecedented ways. The pandemic is disrupting the traditional education system, affecting over 320 million students. This sector is trying to develop robust, innovative approaches to foster a paradigm shift toward digital education. These efforts are being supplemented with the launch of quality-focused multilingual educational applications (apps). Parents are also swiftly adopting a variety of e-learning apps. This research addresses the role of advertisements to empower parents to be educated consumers for educational apps for children. The purposeful sample data were collected from 307 parents of students from the top 10 ICSE (Indian Certificate of Secondary Education) and CBSE (Central Board of Secondary Education) schools in Urban India. The findings indicate that advertising media accelerates the diffusion of educational technology and apps among parents. However, it does not help in overcoming insecurities that parents may have regarding these apps for their children.
ISSN:1548-1093
1548-1107
DOI:10.4018/IJWLTT.287097