Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Marketing to Children: A Customer Journey Analysis Using the Example of a Toy Manufacturer

Published: May 28, 2019


Vanessa Schwertfeger, Hamburg School of Business Administration; Inga Schmidt-Ross, Hamburg School of Business Administration


marketing-to-children; customer-journey ; touchpoints


Companies spend huge amounts on marketing efforts to reach their target groups. In recent years, especially the importance of children being a target group for marketing has increased. Since they are actual buyers, influencers of third-party buying decisions and additionally future buyers, they represent three markets. To identify, out of the numerous touchpoints through which a target group interacts with a company, those having a significant effect on the buying decision and customer retention, analyzing a customer’s journey is a key instrument for companies. This explorative paper aims to combine both topics: marketing to children and customer journey. Using the example of a toy manufacturer the customer journey is adapted for a young target group. To achieve this goal, a qualitative survey of targeted individuals was conducted and evaluated using the tool MAXQDA. Concerning the classification of the touchpoints, adjustments according to the specific target group were required.