Thinking and Children

Thinking and Children

Studying the impact of digital advertising on children's creative thinking (Case study: children's products)

Articles in Press

Document Type : Scientific- research

Authors
shadi gorjiduoz 1
Abbas Asadi 2
Mahmonir Bayanati 3
1 Department of technology Management, WT.C., Islamic Azad University, Tehran, Iran
2 Assistant Professor, Department of Business Management, Marketing, Varamin-Pishva Branch, Islamic Azad University, Varamin,,Iran.
3 Assistant Professor, Marketing Department, Varamin-Pishva Branch, Islamic Azad University, Varamin, Iran
10.30465/fabak.2025.49945.2385
Abstract
Objective: Children all over the world have become an important and unique segment in the market for every category of goods, from toys and clothing to mobile phones, computers and even financial services. With this in mind and considering the main objective of the research, which is "the impact of digital advertising on children's creative thinking", the present study was conducted.
Method: The research method of the present study is descriptive in terms of purpose and analytical study type. A questionnaire and Likert scale were used to measure the research indicators. This tool was examined and confirmed using face and convergent validity and Cronbach's alpha and composite reliability. The statistical population of this study included 300 managers, experts, professors and experts in the field of digital advertising and educational products and creative educational aids for children and parents. Based on the Cochran formula method, the sample size was 169 people selected based on the random sampling method, who finally completed the research questionnaire.
Findings: The results of the study show; . Psychological and social effects are significantly related to innovation. User interaction is significantly related to innovation. Positive attitude is significantly related to innovation. Innovation is significantly related to children's creative thinking. Psychological and social effects are significantly related to children's creative thinking through innovation. User interaction is significantly related to children's creative thinking through innovation. Positive attitude is significantly related to children's creative thinking through innovation.
Conclusion: Digital advertising today uses a variety of media, including social networks, websites, digital games, and online educational programs, to convey messages to children. These messages not only include advertising information about specific products, but are also able to shape children's motivations, desires, and behavioral patterns. This can directly or indirectly affect their creative thinking and innovation.
Keywords: Psychological effects of digital advertising, Social effects of digital advertising, Digital advertising innovation, User interaction in digital advertising, Attitude in digital advertising.
 
Given that children worldwide have emerged as a distinct and influential consumer segment across various product categories—from toys and fashion to technology and financial services—this study aims to examine the impact of digital advertising on the development of children’s creative thinking.
The research method of the present study is descriptive in terms of purpose and analytical study type. A questionnaire and Likert scale were used to measure the research indicators. This tool was examined and confirmed using face and convergent validity and Cronbach's alpha and composite reliability. The statistical population of this study included 300 managers, experts, professors and experts in the field of digital advertising and educational products and creative educational aids for children and parents. Based on the Cochran formula method, the sample size was 169 people selected based on the random sampling method, who finally completed the research questionnaire.
The results of the study show; . Psychological and social effects are significantly related to innovation. User interaction is significantly related to innovation. Positive attitude is significantly related to innovation. Innovation is significantly related to children's creative thinking. Psychological and social effects are significantly related to children's creative thinking through innovation. User interaction is significantly related to children's creative thinking through innovation. Positive attitude is significantly related to children's creative thinking through innovation.
Conclusion:
Digital advertising today uses a variety of media, including social networks, websites, digital games, and online educational programs, to convey messages to children. These messages not only include advertising information about specific products, but are also able to shape children's motivations, desires, and behavioral patterns. This can directly or indirectly affect their creative thinking and innovation.
Keywords
Psychological effects of digital advertising
Social effects of digital advertising
Digital advertising innovation
User interaction in digital advertising
Attitude in digital advertising
Subjects

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Thinking and Children

Articles in Press, Accepted Manuscript
Available Online from 06 October 2025

  • Receive Date 09 September 2024
  • Revise Date 02 October 2025
  • Accept Date 03 October 2025
  • Publish Date 06 October 2025