| Sumario: | This monograph by Jitka Burešová and colleagues explores online marketing communication targeting school-age children, focusing on those aged 10-13. It examines the types of online marketing children are exposed to, their attitudes towards these communications, and the impact on their purchasing decisions. The study uses both qualitative and quantitative research methods, including virtual ethnographic walks and surveys involving over 600 participants. The findings highlight the susceptibility of children to online marketing and emphasize the importance of educating them, as well as providing recommendations for parents and schools on fostering media literacy. The book aims to provide a comprehensive understanding of the digital marketing landscape as it pertains to young consumers.
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