Abstract:

Children's influence on family purchasing decisions has been a topic of significant research interest in the past few decades (Harikishni, 2020) (Muhammad et al., 2019) (Wilson & Wood, 2004). Studies have shown that children play an active role as initiators, information seekers, buyers, and influencers in a wide array of purchase decisions. (Harikishni, 2020) Modern families have witnessed a shift where children are introduced to decision-making at an earlier age and take on greater responsibilities in family purchases. (Flurry, 2006) One key factor that has contributed to this phenomenon is the rise of "kidfluencers" - child influencers who leverage social media platforms to promote products and shape consumer behavior.