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Tong (Tony) Bao
Long Island University
Publications 2
Published on Jan 26, 2019in International Journal of Advertising 2.23
Tong (Tony) Bao (LIU: Long Island University), Tung-lung Steven Chang (LIU: Long Island University)+ 1 AuthorsSue H. Moon (SUNY: State University of New York System)
AbstractLeading 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 r...