Who has more influence – musician, vlogger or sportsperson?
Entertainment, socialising and creating an online identity are the three ways tweens are engaging online.
AUT's Dr Kate Jones, lecturer in Marketing, Advertising, Retailing and Sales, talked to Megan Whelan at Radio New Zealand about how preteens are being introduced to commercial content earlier than ever before via the powerful influence of YouTube vloggers.
Listen to the full interview to hear more about Kate's research and what parents should know.
Radio New Zealand website