Dr Kathy Weston

Our Researchers of the Month, Dr Miriam Rahali and Professor Sonia Livingstone, talk to Dr Weston about their recent report, which examines the impact of influencer culture and embedded marketing on children. Given that 95% of YouTube videos aimed at children aged 8 and under contain advertising, and that 97% of 5-15 year olds use video-sharing platforms (with 57% spending 2.5 hours per day watching), they address the non-traditional marketing opportunities open to influencers and the impact they can have, before turning to recommendations and advice.