Play is a child’s work (on instagram): A case study of the use of children as paid social media influencers to market toys

Document Type

Journal Article

Publication Title

M/C Journal

Publisher

M/C

School

School of Arts and Humanities

RAS ID

62178

Comments

Archer, C., & Delmo, K. (2023). Play is a child’s work (on instagram): A case study of the use of children as paid social media influencers to market toys. M/C Journal, 26(2). https://doi.org/10.5204/mcj.2952

Abstract

Where children’s television once ruled supreme as a vehicle for sales of kids’ brands, the marketing of children’s toys now often hinges on having the right social media influencer, many of them children themselves (Verdon). As Forbes reported in 2021, the pandemic saw an increase in children spending more time online, many following their favourite influencers on YouTube, TikTok, and Instagram. . . .

DOI

10.5204/mcj.2952

Access Rights

free_to_read

Link to Full Text

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