Marketing and Its Effects on Children's Emotional and Social Development

Author:Shalu Tyagi*, Anuj Kumar

Abstract:
The pervasive influence of marketing on children’s emotional and social development is a subject of growing concern in contemporary research. This study explores how marketing strategies, including advertisements and brand interactions, impact children’s emotional well- being and social behaviors. With children being one of the most impressionable demographics, marketing campaigns often shape their perceptions, desires, and self-image from an early age. This research delves into how marketing messages can foster both positive and negative emotional responses and how these responses translate into social behaviors. The study employs a comprehensive review of recent literature, supplemented by empirical data, to analyze various dimensions of marketing's impact on children. Key findings suggest that while certain marketing strategies can enhance social skills and promote positive emotional development, others may lead to adverse effects, such as increased materialism, dissatisfaction with self-image, and peer pressure. The research highlights the dual role of marketing as both a potential tool for positive reinforcement and a source of emotional and social challenges. By examining the mechanisms through which marketing influences children, the study provides insights into how marketers can design campaigns that support healthy emotional and social growth. It also offers recommendations for parents, educators, and policymakers to mitigate the negative effects of marketing while leveraging its potential benefits. This research underscores the need for a balanced approach to marketing practices, advocating for strategies that prioritize children’s well-being and foster a supportive environment for their emotional and social development.

Keywords:Marketing Strategies, Children’s Emotional Development, Social Development, Brand Influence, Advertising Impact, Materialism, Self-Image, Peer Pressure, Positive Reinforcement, Policy Recommendations.

DOI:10.46333/ijtc/13/2/14

International Journal of Trade & Commerce (Vol: 13 Issue:2)