Panackal, Nehajoan; Sha ma, Adya; Rau ela, Sonica
A icle
A bibliome ic in es iga ion in o he in ellec ual milieu o
esea ch on consume socializa ion o child en
Cogen Business & Managemen
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A bibliome ic in es iga ion in o he in ellec ual
milieu o esea ch on consume socializa ion o
child en
Nehajoan Panackal, Adya Sha ma & Sonica Rau ela
To ci e his a icle: Nehajoan Panackal, Adya Sha ma & Sonica Rau ela (2024) A bibliome ic
in es iga ion in o he in ellec ual milieu o esea ch on consume socializa ion o child en,
Cogen Business & Managemen , 11:1, 2333292, DOI: 10.1080/23311975.2024.2333292
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A bibliome ic in es iga ion in o he in ellec ual milieu o esea ch
on consume socializa ion o child en
nehajoan Panackal , adya sha ma and sonica au ela
symbiosis Cen e o Managemen s udies-Pune, symbiosis in e na ional (Deemed uni e si y), Pune, india
ABSTRACT
s udies on consume socializa ion del e in o how cus ome s acqui e an in e es in a
p oduc o se ice. hese s udies a emp o comp ehend cus ome a i udes,
pe cep ions, and beha io s owa ds a p oduc o se ice as a esul o di e se social
in e ac ions. child en a e a i al pa o his p ocess. Family membe s, classma es and
iends, he media, school, o he ins i u ions, and cul u es all impac child en’s
socializa ion p ocess, esul ing in consump ion decisions. a glance a he li e a u e on
consume socializa ion o child en h oughou he las i e decades shows how ela ed
li e a u e has e ol ed o e a pe iod o ime. consume socializa ion is i al in he
ma ke and consume esea ch. howe e , he e is a need o o e a mo e comp ehensi e
pic u e o he wo k ha schola s wo ldwide ha e done in his sec o . Bibliome ic
analysis is a common ool o acing he e olu ion o li e a u e o e he p e ious
decades. he esea che s in his s udy employed bibliome ic analysis o assess a s udy
done in consume socializa ion. he cu en s udy used bibliome ic analysis o disco e
he mos equen ly ci ed pape s, jou nals, na ions, o ganiza ions, and au ho s in he
e hics and highe educa ion li e a u e. in addi ion, he s udy seeks o comp ehend new
esea ch a eas in consume socializa ion.
1. In oduc ion
he amous g eek philosophe a is o le once said,
Man is by na u e a social animal; an indi idual who is unsocial na u ally and no acciden ally is ei he benea h ou
no ice o mo e han human. Socie y is some hing ha p ecedes he indi idual.
human beings a e social beings and he e o e he p ocess o socializa ion plays a i al ole in all
aspec s o hei li e. socializa ion can be de ined as he p og ession o acqui ing knowledge, unde s and-
ing no ms, and de eloping ideologies ha inculca e skills equi ed o sus ain in socie y (ale i e al.,
2023). consume socializa ion - a ield o esea ch ha dwells on how child en de elop an in e es in a
p oduc o se ice has been highligh ed as an impo an opic o consume esea che s (John, 1999). i
ies o also unde s and consume a i udes, pe cep ions, and beha io s owa ds a p oduc o se ice
ha de elops due o a ious social in e ac ions.
consume socializa ion as a ield o s udy has g abbed he a en ion o policy-make s, consume
esea che s, psychologis s, and ma ke e s (ke ane e al., 2015). an exci ing a ea o esea ch o ma ke e s
is how child en ge socialized in o he ole o consume s ( ang, 2019). his socializa ion could be p ima y
o seconda y. P ima y socializa ion akes place du ing ea ly childhood days. a he same ime, seconda y
socializa ion akes place a e childhood days. child en in e ac wi h a ious socializa ion agen s and
g ow in o ‘consume s o he u u e’. hese ‘consume s o he u u e’ shape he o hcoming ma ke places.
ex an li e a u e has designa ed consume socializa ion among child en as a ‘complex, mul i ace ed
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT nehajoan Panackal [email p o ec ed] symbiosis Cen e o Managemen s udies-Pune, symbiosis
in e na ional (Deemed uni e si y), Pune, india
h ps://doi.o g/10.1080/23311975.2024.2333292
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 13 June 2023
e ised 28 June 2023
accep ed 13 Ma ch 2024
KEYWORDS
socialisa ion; child en;
bibliome ic analysis;
consume socializa ion
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom
SUBJECTS
child en and he Media;
Ma ke ing esea ch;
consume Beha iou ;
child en and You h
2 n. Panackal e al.
p ocess ha in ol es ou main componen s, in luenced by he su ounding social s uc u es, which
include pa en s as p ima y agen s’ (ho a & Ba sch, 2019). he ou componen includes communica ing
abou consump ion, acqui ing au onomy in consump ion, in ol emen in pu chase decisions, and
es ain o consump ion o exposu e o media (ho a & Ba sch, 2019; ose, 1999). child en a e also i al
in luence s in a amily’s decision-making p ocess. a s udy by ca lson e al. (2001), showed ha pa en ing
s yles and communica ion pa e ns adop ed by pa en s a e c ucial in child en’s exposu e, which impac s
hei in ol emen in he socializa ion p ocess. also, cul u e and de elopmen al ime able (expec a ion o
pa en s abou wha is ‘ ypical’ o ‘no mal’ o a child a a speci ic age) impac he socializa ion p ocess o
child en ( ose, 1999). Findings o a s udy by ho a and Ba sch (2019) in an indian con ex e eal ha
consume socializa ion p ocesses di e wi h he ‘child en’s age (ea ly childhood e sus adolescence) and
amily s uc u es (nuclea s. s em s. ex ended)’.
1.1. Resea ch gap and esea ch ques ions
consume socializa ion is an in e es ing a ea o explo e and has an imp essi e body o esea ch o i s
c edi . Pas s udies ha e explo ed a ied ace s o consume socializa ion esea ch and ha e also e lec ed
on child en’s g owing impo ance and ole as consume s. an in-dep h insigh in o he li e a u e on he
consume socializa ion o child en shows ha a subs an ial numbe o s udies ha e ocused on amily
communica ion, pa en al s yle, sibling ela ion, media, pee s, social aspec s, and mo i es o consump ion
and ma e ialism. John (1999) me ged and p esen ed he inding o 25 yea s ( om 1974 o 1998) o
esea ch on consume socializa ion o child en. in e es ingly, he e has been a conside able amoun o
esea ch con ibu ion in his domain pos -2008 which makes i an essen ial and in e es ing a ea o
explo e o esea che s as well as ma ke e s. he e is a s ong need o conduc a s udy ha p o ides a
comp ehensi e iew o he na u e o wo k done in consume socializa ion. also, he e is a need o
unde s and how li e a u e has de eloped o e a pe iod o yea s. his would help in unde s anding he
ex an s a e o esea ch wo k in his a ea and p esen an insigh in o he eme ging a eas o in e es . he
p esen s udy is an a emp o add ess his esea ch gap using bibliome ic analysis. Bibliome ic analysis
is an e ec i e me hod wi h a well-de ined s uc u e o analyzing a pa icula esea ch domain. i is
help ul in p o iding insigh s in o he na u e o wo k published, key con ibu o s, and key ocal poin s o
esea ch. ano he exci ing ea u e o he bibliome ic analysis is he insigh s i p o ides ha help
esea che s unde s and he ne wo k o co-ci a ion ha helps iden i y eme ging esea ch a eas. he
esea che s ha e ollowed bibliome ic analysis o add ess he ollowing esea ch ques ions:
Q1: Wha a e he cu en publishing ends in consume socializa ion o child en in e ms o jou nals, ields,
au ho s, coun ies, ime, and ins i u ions?
Q2: Wha a e he mos in luen ial pape s and esea ch hemes in his ield?
Q3: Wha is he in ellec ual amewo k o esea ch on he consume socializa ion o child en? Wha a e he
eme ging esea ch ends in his ield?
o ind he answe s o hese h ee esea ch ques ions, he esea che s ha e s udied a icles published
in he a ea o consume socializa ion and child en om he scopus da abase o he las i e decades,
i.e., om 1971 o May 2023. he indings ha e been showcased sys ema ically in his pape . he in o-
duc ion sec ion o he pape gi es an o e iew o he consume socializa ion p ocess. he nex sec ion
discusses he s udy’s heo e ical backg ound, ollowed by he da a collec ion p ocess and esea ch me h-
odology. he pape concludes wi h he indings and discussions.
2.Theo e ical backg ound
2.1. Consume socializa ion
consume socializa ion is an impo an esea ch a ea in unde lying consume buying beha io (eks öm,
2006). esea ch done by Wa d (1974) o ms he basis o s udies in consume socializa ion. acco ding o
cogen BUsiness & ManageMen 3
Wa d (1974), consume socializa ion is ‘ he p ocess by which young people acqui e skills, knowledge, and
a i udes ele an o hei unc ioning as consume s in he ma ke place.’ consume esea che s ha e
e e ed o his seminal wo k o s udy he in luence o amily dynamics on he spending pa e ns o
child en. in consume socializa ion s udies, he p ime ocus is on he consump ion en i onmen and
ac o s ha ge in luenced by he consump ion en i onmen . he heo y o consume socializa ion s ud-
ies how each ac o in luences he o he . his in luence could be ecip oca ed equally o unequally (ale i
e al., 2015). he ac o s who ake on he esponsibili y o in luencing a e called socializa ion agen s. i is
c ucial o unde s and hese agen s’ ole and hei impac on he inal pu chase decision. i is, he e o e,
impo an o esea che s o iden i y who he socializa ion agen s a e and he impac ha hey would
ha e on he consume socializa ion p ocess o child en (sookdew, 2020). his knowledge is bene icial o
ma ke e s in de eloping ma ke ing s a egies ha would posi i ely in luence he agen s. his would
enable ma ke e s o unde s and oppo uni ies o s imula e consume knowledge abou a p oduc o
se ice ha would esul in pu chase decisions.
2.2. Consume socializa ion and child en
a c i ical s udy ha laid he ounda ion o consume socializa ion o child en is he seminal wo k done
by John (1999). he s udy ocused on i e aspec s o child en’s consume socializa ion. his included
child en’s knowledge due o ad e isemen s, ansac ion knowledge ha ocused p ima ily on sales,
decision-making abili y and skills o he child en, pu chase in luence, and consump ion mo i e. he
s udy highligh ed how hese i e ocal poin s we e essen ial in unde s anding he socializa ion p ocess
o child en a di e en le els. as he s udy o child en’s consume socializa ion e ol ed, amily commu-
nica ion s yles, pa en ing s yles, and amily consume socializa ion became ocal a eas o esea ch. a
c i ical de elopmen in his a ea was he s udy o child en as in luence s o pu chase decisions in he
amily. Pa en s nowadays acqui e new in o ma ion om hei child en; child en ha e become in eg al o
he decision-making p ocess. s udies on he e-socializa ion o pa en s ocus on how pa en s acqui e
in o ma ion om child en, especially in speci ic segmen s ha in ol e echnology. child en’s consume
socializa ion elies hea ily on communica ion (agga wal & anon, 2019). he communica ion gap be ween
child en and media has nea ly anished wi h he de elopmen o in e ne pla o ms (Mo is, 2019).
child en ha e access o in o ma ion h ough a ious di ec and indi ec sou ces. Mo he s play a c ucial
pa in he consume socializa ion o child en (Wa kins e al., 2021), and he mo he ’s pa en ing s yle is
i al in he child’s exposu e o media and he de elopmen o his/he consuming beha io (Wisenbli
e al., 2013).
esea ch by Wa ne e al. (2011), highligh ed he impo ance o p oduc ca ego y as one o he aspec s
ha in luence child en’s in ol emen in in luencing hei pa en ’s pu chase decisions. Pa en s qui e o en
ely on hei child en o echnology-d i en pu chases (gangwa & Dewani, 2022). child en oday a e
bo n in he e a o echnology. hey can pick up and adap o echnology a a as pace as compa ed o
hei pa en s. hence, pa en s alue hei inpu in pu chase decisions, especially in his segmen
(kha uhayo hin, 2018). esea ch in consume socializa ion has ocused on a ious dimensions such as
pa en ing s yle, communica ion pa e n, socie al in luence, p oduc ca ego y o in luence, s ages o child
de elopmen and i s impac on in luence, sibling in luence, e c.
3. Resea ch me hodology
Bibliome ic analysis helps quan i y he exis ing li e a u e in a pa icula ield o s udy. he me hod
adop s a se o ools ha helps esea che s analyze da a, iden i y pa e ns and ne wo ks in esea ch. he
insigh s d awn om bibliome ic analysis help he esea che be e unde s and he esea ch opic o
s udy as i p o ides c ucial in o ma ion on he leading a icles, au ho s, coun ies, and ins i u ions ha
ha e con ibu ed he mos and impac ed he esea ch a ea. he bibliome ic p ocess ou lines a s uc-
u ed se o s eps o ollow. he c i ical s eps in bibliome ic analysis include da a sou cing, sc eening,
and analysis.
4 n. Panackal e al.
3.1. Da a sou cing
he p elimina y and mos c ucial pa o he bibliome ic analysis is da a sou cing. i is he p ocess o
iden i ying he mos sui ed da abase o he analysis, iden i ying sui able keywo ds, and hen unning a
sea ch command. he esea che s ha e e e ed o he scopus da abase o s udy published esea ch
a icles ha discuss consume socializa ion. scopus is a enowned and espec ed da abase p o ided by
else ie co. compa ed o o he da abases, scopus co e s a wide ange o jou nals as i is in e na ionally
o ien ed. scopus p o ides access o he e e ences in a pape ha helps a esea che o go bo h o wa d
and backwa d in ime o iden i y o he li e a u e in he ield o esea ch (Falagas e al., 2008). o he key
ea u es o he scopus da abase ha make i mo e comp ehensi e and use - iendly include an index
ha helps esea che s iden i y open-access i les and checks he use ’s en i lemen be o e deli e ing a
ull- ex image which helps he esea che iden i y i he a icle is accessible in case an en i e a icle is
no a ailable in scopus i p o ides a link o he publishe ’s websi e so ha esea che s can check he
a ailabili y o he esea ch a icle on he publishe ’s websi e (Bu nham, 2006).
ano he c i ical aspec o da a sou cing is keywo d iden i ica ion o sou cing. o ensu e accu acy, he
esea che s i s conduc ed a ho ough li e a u e e iew on consume socializa ion o child en o unde -
s and he epe i i e keywo ds and synonyms. hey we e used by o he esea che s ha discussed con-
sume socializa ion. he esea che s b ains o med oge he a e he ini ial li e a u e e iew o inalize he
wo ds. he use o app op ia e Booleans was conside ed be o e inalizing he keywo ds. as shown in
Figu e 1, he ini ial sea ch wo ds we e ‘sociali*a ion,’ ‘child*,’ and ‘consume *’ sea ched in he i le abs ac
and keywo d in he scopus Da abase. he sea ch was pe o med on 11 h May 2023. his ini ial sea ch
helped o yield 393 esul s. he esea che s hen applied wo le els o il e s.
in he i s il e , he sea ch was limi ed o a icles o e book chap e s, con e ence pape s, e iews,
books, edi o ials, sho su eys, no es, con e ence e iews, and le e s. Be o e being published, a icles
indexed in scopus go h ough a igo ous pee e iew p ocedu e ha is equen ly double-blind. Be o e
an a icle is published, he e iewe s o e an objec i e assessmen and commen s ha a e conside ed.
in o de o ensu e high s anda ds o s udy, he esea che s decided o use publica ions exclusi ely. he
second le el o il e ing, as seen in Figu e 1, es ic ed he sea ch o english-language jou nal a icles ha
had al eady been published.
he sea ch helped o yield 293 esul s o e a pe iod o i e decades om 1971 o May 2023. he
downloaded o ma was hen sc eened o missing alues, and epea ed da a. Da a sc eening is c ucial
o ensu e ha all he assump ions, ou lie s, and e o conce ns ha e been managed.
Figu e 1. Da a sou cing based on scopus da abase.
cogen BUsiness & ManageMen 5
3.2. Da a analysis
ci a ion analysis and co-ci a ion analysis a e wo essen ial componen s o bibliome ic analysis. ci a ion
analysis is based on he impo ance ha academics acco d a wo k when hey ci e i as a sou ce. ci a ion
analysis employs desc ip o s like language, au ho s, ins i u ions, na ions, e c., o assis esea che s in ind-
ing signi ican con ibu o s o he ield o esea ch. he publishing equency b oken down by yea
makes comp ehending how much esea ch is needed in a pa icula ield easie . acco ding o Mccain
(1983), co-ci a ion analysis examines he publica ions ha ci e a pa icula pai o e e ences by ga he ing
in o ma ion om da abases and u ilizing analy ical and g aphic p esen a ion app oaches. acco ding o
amos‐ od íguez and uíz‐na a o (2004), co-ci a ion may indica e con en simila i ies and assis in iden-
i ying g oupings o hemes and esea che s and how hey may be connec ed.
4. Resul s
ge ing in-dep h insigh s in o he esea ch a icles on consume socializa ion om 1971 o 2023 was an
essen ial objec i e o ou s udy. in he scopus da abase, wo k on consume socializa ion i s su aced in
1981. in he cu en s udy, he esea che s di ided he esea ch app oach in o h ee essen ial phases.
Da a was ga he ed om he scopus da abase in he ini ial phase. he p eceding sec ion has co e ed his
in g ea de ail. he second s ep in he esea ch app oach was s udying he sea ch esul s o p o ide he
indings o ci a ion analysis. in he hi d s age, co-ci a ion analysis was ca ied ou using Vos Viewe and
Biblioshiny by s udio. he co-ci a ion analysis assis ed in iden i ying new clus e s ha o e a ounda-
ion o mo e s udy in consume socializa ion.
4.1. O e iew o esea ch
able 1 p o ides an in e es ing o e iew o he sea ch esul s. 293 esea ch a icles we e used o biblio-
me ic analysis h ough ci a ion and co-ci a ion analysis. he able shows ha 160 ins i u ions ha e made
i al con ibu ions o his ield o esea ch h ough 147 di e en jou nals. ano he ascina ing insigh is
ha esea che s om 48 coun ies ha e pa icipa ed in esea ch on consume socializa ion.
4.2. Ci a ion analysis
4.2.1. Publica ion end
293 pape s on consume socializa ion o child en ha e been published be ween 1971 o 11 h May 2023.
he numbe o pape s published in a yea ill 2007 was a single digi . as shown in able 2 and Figu e
2, om 2008 onwa ds, consume socializa ion gained mo e in e es . his pe iod hey ma ked he begin-
ning o social media’s in luence on consume s. his gene a ion was also well adap ed o he in e ne and
echnology.
4.2.2. Coun y wise publica ion end
as shown in able 3 and Figu es 3 and 4, 48 coun ies ha e con ibu ed o he esea ch on consume
socializa ion. he Uni ed s a es has he maximum numbe o esea ch a icles a 117. he Uni ed kingdom,
aus alia, and india ollowed his. he di e ence be ween he a icles in he Uni ed s a es and he Uni ed
kingdom is ela i ely high. his shows ha a blend o de eloped and de eloping coun ies con ibu es
o his esea ch a ea. his indica es ha consume socializa ion is essen ial in de eloping and de eloped
coun ies.
Table 1. o e iew o esea ch a icles published in he scopus
da abase on consume socialisa ion.
o al documen s 293
o al numbe o ins i u es/ uni e si ies/ o ganiza ions 160
o al numbe o Jou nals 147
o al numbe o coun ies 48
6 n. Panackal e al.
4.2.3. Mos in luen ial jou nal by numbe o a icles
he 293 a icles a e om 147 di e en jou nals. able 4 and Figu e 5 ep esen he mos p ominen jou nals
ha publish consume socializa ion a icles. he op h ee jou nals o publish esea ch ela ed o consume
socializa ion o child en we e Young consume s, he in e na ional Jou nal o consume s udies, and he
Jou nal o consume Ma ke ing. Mos o hese jou nals belong o he Q1 qua ile o he scopus da abase.
a scopus qua ile is a ca ego y o scien i ic publica ions ha demons a es i s us wo hiness. he qua ile
shows he scien i ic communi y’s demand o Jou nal. each jou nal subjec g oup is b oken in o ou qua -
iles: Q1, Q2, Q3, and Q4. Q1 comp ises he bes 25% o he lis ’s jou nals. his shows ha he a icles on
consume socializa ion ha e been majo ly published in he bes jou nals and ha e demand among esea ch-
e s. Many o hese jou nals ha e an aus alian Business Deans council (aBDc) anking o a and a high h
index. a look a he local ci a ions, as shown in Figu e 6, shows ha Jou nal nal o consume esea ch has
he maximum numbe o ci a ions a 1027 ci a ions, ollowed by ad ances in consume esea ch wi h 344
Table 2. Yea wise numbe o pape s published.
Yea numbe o pape s published
2023 3
2022 7
2021 9
2020 18
2019 15
2018 15
2017 18
2016 17
2015 19
2014 21
2013 11
2012 16
2011 8
2010 12
2009 11
2008 11
Figu e 2. Yea wise numbe o pape s published.
Table 3. Coun y wise numbe o pape s published.
Coun y numbe o a icles published
uni ed s a es 117
uni ed Kingdom 34
aus alia 24
india 19
Canada 13
Hong Kong 13
F ance 12
new Zealand 12
China 10
Denma k 8
Malaysia 7
i eland 6
Pakis an 6
ge many 4
is ael 4
ne he lands 4
u key 4
cogen BUsiness & ManageMen 7
ci a ions and Jou nal o consume ma ke ing wi h 205 local ci a ions. he jou nals wi h he mos ci a ions
ocus on consume -based esea ch as hei co e esea ch a ea.
4.2.4. Mos in luen ial ins i u es/uni e si y/o ganiza ions
he 293 a icles we e a ilia ed wi h 160 ins i u es/Uni e si ies/o ganiza ions o which he Jou nals we e
a ilia ed. as shown in able 5 and Figu e 7, he op ins i u es we e hong kong Bap is Uni e si y and
he Uni e si y o neb aska-lincoln, wi h 9 pape s published on consume socializa ion. iowa s a e
Uni e si y closely ollowed his wi h 8 pape s. he Uni e si y o a izona had a o al o 7 pape s published
in he a ea o consume socializa ion.
4.2.5. Mos in luen ial esea ch a icle
he Mos in luen ial esea ch a icle was ‘consume socializa ion o child en: a e ospec i e look a
wen y- i e yea s o esea ch’ w i en in 1999 by D. . John. i had 1272 ci a ions. his was ollowed by
‘ ea ing child en Wi h ea ly-onse conduc P oblems: in e en ion ou comes o Pa en , child, and
eache aining’, w i en in 2004 wi h 604 ci a ions. his is ep esen ed in able 6 and Figu e 8.
4.2.6. Th ee- ield plo
as shown in Figu e 9, he h ee- ield plo gi es he ela ion be ween h ee key a eas, i.e., au ho s,
keywo ds, and Jou nal o Publica ion. his is done by using sankey Plo s. he en i ems showed
Figu e 3. Coun y wise numbe o pape s published.
Figu e 4. g aphical ep esen a ion o coun y wise numbe o pape s published.
14 n. Panackal e al.
Clus e 1: changing ole o media and pa en s as agen s o consume socializa ion o child en.
communica ion plays a signi ican ole in he consume socializa ion o child en. Wi h he ad en o
online pla o ms, he communica ion gap be ween he child and media has almos disappea ed. clus e
1 is domina ed by esea ch highligh ing he ad an ages and challenges o consume socializa ion o
child en by media. he clus e also b ings in o ocus he ole o pa en s as socializa ion agen s. Pa en s
who pe cei e hei child en o possess highe le els o media skills belie e ha ad e isemen s will
Figu e 14. Densi y isualiza ion o Coun y wise co-au ho ship ne wo k.
Figu e 15. Coun y wise co-au ho ship ne wo k.
cogen BUsiness & ManageMen 15
ha e less nega i e in luence on he child. his posi i e pe cep ion o he media skills o hei child en
dec eases hei pa en al conce ns and esponsibili y, while a nega i e pe cep ion makes hem mo e
conce ned. Pa en s’ knowledge and hei co-playing wi h hei child en mi iga ed he ha m ul e ec o
iolen ideo games. hough child en ega d ele ision ad e isemen s as an impo an sou ce o
communica ion o new p oduc s, hey ely on hei pa en s mo e o au hen ic in o ma ion (Fan & li,
2010; hol oe e al., 2021; Walke e al., 2018). online media was also ound o play a majo ole in he
poli ical socializa ion o child en. howe e , pee p essu e also eme ged as an essen ial elemen o online
communica ion on di e en social media si es (Baue e al., 2011; haichon & Quach, 2016). consume
socializa ion o child en has inc eased hei in luence in buying p oduc s, especially when he p oduc
is ood o be e age. child en do no eel he need o discuss buying ood/be e ages wi h hei pa en s
and make he decision hemsel es. on he o he hand, pa en s s ill belie e ha hey ha e powe in
child en’s decision-making ega ding ood and be e age (chaudha y e al., 2018; Page e al., 2018). he
di e en s yles o communica ion o pa en s also help in p edic ing a child’s consume beha io . Mo e
ele ision exposu e and less pa en al con ol had a di ec ela ion o child’s p e e ence o b anded
p oduc s (ai ken & Wa kins, 2017; k cma & lapie e, 2018). gende is also one o he mos in luences
on child en’s social de elopmen . a child’s cul u al en i onmen plays a ole in de ining he gende
s e eo ype. child en wi h same-gende siblings o gi ls who spen mo e ime in playschool had mo e
gende - yped oys. he cul u al en i onmen a ec s he child’s consume de elopmen , and hus,
di e ences a e obse ed in hei consume socializa ion (lapie e & ozendaal, 2018; MacPhee &
P ende gas , 2019).
Clus e 2: socializa ion o child en and e-socializa ion o pa en s. he esea ch pape s in his clus e a e
cen e ed a ound he consume socializa ion o child en in gene al, wi h a pa icula ocus on child en’s
inancial socializa ion. clus e wo pape s also di ec he esea ch in he e-socializa ion o pa en s by
child en. he cen al heme o his clus e is he in luence o di e en socializa ion agen s on child en
and he in luence o child en on pa en s/ amily. ele ision, he in e ne , and pa en s eme ged as majo
p edic o s o child en’s ole as co-decision make s (chaudha y & gup a, 2014). Pee ’s in luence was mo e
signi ican han siblings’ in luence o de elop heal hy ea ing habi s ( agelienė & g ønhøj, 2021). i was
empi ically p o en ha adolescen s do socialize wi h hei mo he s, and hence child en a e impo an
e-socializa ion agen s o pa en s. child en’s in luence was especially mo e in a eas o compu e - ela ed
and small high- ech p oduc s (ahmad e al., 2011; essiz & Mand ik, 2021; Wa ne e al., 2011). Pes e
powe was po ayed posi i ely as a good-na u ed game be ween pa en s and child en owa ds consume
socializa ion o child en (lawlo & P o he o, 2011).
he in e gene a ional in luence was c ucial o b and ans e and sus ainable consume a i udes.
s ong communica ion be ween Pa en and child helped in g ea e in e gene a ional simila i y, while
a s ong pee in luence ha med in e gene a ional simila i y (essiz & Mand ik, 2021; kha uhayo hin &
ke ane, 2018; so elo-Dua e & gónzalez-ca azos, 2023). Pa en s play a majo ole in child en’s key
inancial a i udes and beha io . Financial well-being was ound o ha e a posi i e ela ionship wi h
inancial knowledge, and child en’s inancial knowledge was in luenced by childhood expe iences
ela ed o inancial ma e s. a i ude owa d money also s ongly p edic ed inancial well-being (Mcneill
& u ne , 2013; Pandey e al., 2020; sab i e al., 2012). Pa en s’ in luence on child en’s inancial social-
iza ion was mo e han inancial educa ion a educa ion ins i u es (shim e al., 2010). clus e 2 high-
ligh s he c i ical ole o pa en s as a socializa ion agen o many pa ame e s, including inancial
socializa ion. clus e 2 also highligh s in e gene a ional in luence and e-socializa ion o pa en s by
child en.
Table 7. Co-occu ence o au ho keywo ds.
au ho keywo d Links Link s eng h occu ences
Child en 18 128 73
socializa ion 15 58 36
Consume socializa ion 18 77 71
Consume Beha io 10 43 26
Pa en s 12 37 17
ad e ising 10 28 15
Family 10 28 10
in luence 9 17 5
Consump ion 9 16 11
16 n. Panackal e al.
Clus e 3: he consump ion beha iou o child en.clus e 3 p o ides a look a how child en’s consump ion
beha io /pa e n is a ec ed by a ious ac o s. he close ela ionship be ween pa en and child was a
signi ican in luence in de e mining he di e en consump ion pa e ns o child en. hus, he g een
consump ion alue o you h was di ec ly impac ed by he g een consump ion alues o pa en s/ amily
(gong e al., 2022). e en he s o ies/na a i es old in childhood impac ed consump ion beha io
(kennedy e al., 2022). he cul u al p ac ices and local media in luenced pa en s’ beha io which in u n
in luenced he socializa ion o he child en (ko d os ami e al., 2018). child obesi y, a p ima y global
conce n, was also ound o depend on he consump ion habi s o amilies. hus, besides biological
makeup, amily ood p e e ences and pa en s’ belie s abou weigh we e ins umen al in de eloping
child en’s a i udes owa d child obesi y (Jayan hi & eddy, 2017; Moo e e al., 2016). child en who
isi ed s o es wi h hei pa en s o shopping had di e en consump ion beha io han hose child en
who did no accompany hei pa en s (k cma e al., 2017). e en child en’s gambling a i udes and
consump ion pa e ns depended on pa en s’ impo ance o e en s by cul u e and media. Pa en s’ cul u al
capi al (socially a e and dis inc i e as es o pa en s) signi ican ly p edic s child en de eloping hose
dis inc i e as es and alues (Pi e al., 2017; Wei e al., 2019). in e gene a ional in luence plays a i al
ole in adul s’ consump ion pa e ns o echnology. eliance on child en o help hem lea n new
echnology de e mines he consump ion p ocess (Pe ez e al., 2019). he ole o amily/pa en s suppo ed
by cul u e and media p o ides insigh in o how child en de elop consump ion pa e ns.
Clus e 4: amily communica ion and consume Socializa ion o child en. clus e 4 has many s udies
which ha e b ough in o ocus he ole o amily communica ion in consume socializa ion o child en
and amily decision-making. he clus e also has s udies ha ha e used quali a i e me hods o unde s and
consume socializa ion and decision-making in mo e de ail (cody, 2015; ha ison e al., 2021). he
quali a i e design me hod was used o unde s and he ole o you h as assis i e echnology de ice
consume s ( yan e al., 2013). he in luence o child en as young as 2–7 yea s in shopping excu sions
was ound h ough in-dep h in e iews (gaume e al., 2013). he snacking beha io o child en and hei
pe cep ion o heal hy and unheal hy ood was also explo ed h ough quali a i e me hods (chan e al.,
2016). child en a e exposed o ideo games om a e y young age. Video games we e ound o media e
child en’s pe sonal and amily ela ionships in bo h posi i e and nega i e ways (Bassiouni & hackley,
2016). Mo he s play a signi ican ole in child en’s consume socializa ion, and he mo he ’s pa en al s yle
is ins umen al in a child’s exposu e o media and he de elopmen o his/he consump ion beha io
(Wisenbli e al., 2013). an open communica ion pa e n be ween pa en s and child en impac s child en’s
consume socializa ion and helps in he e-socializa ion o pa en s, especially ela ed o sus ainable
p oduc s. Di e en pa e ns o amily communica ion ha e been discussed and deba ed, bu he e is a
con e gence ha amily communica ion plays a i al ole in de ining he consume beha io o child en
(ale i e al., 2015; Baki e al., 2006; sha ma & sonwaney, 2015; Wa ne & B ennan, 2011).
he clus e s gi e an o e iew o he eme ging ends in consume socializa ion o child en. he
clus e s help us unde s and ha while pa en s a e an essen ial socializa ion agen o child en, child en
help e-socialize pa en s a e ce ain yea s. he join de ining agen in all clus e s is he pa en ’s ole in
de eloping child en’s consump ion Beha io . Pa en s’ communica ion pa e ns, he ela ionship be ween
pa en s and child en, and pa en s’ pe cep ion o di e en p oduc s all play an essen ial ole in de elop-
ing a child’s consump ion beha io . Pa en s mus be awa e and in o med abou hei c ucial ole in
educa ing child en abou consume ism. Pa en s and media a e essen ial socializing agen s o child en.
howe e , as - acked changes in media, including i s easy accessibili y o child en om a e y young
age, ha e b ough in o ocus he need o deba e and discuss i s inc easing ole in child en’s consume -
ism. his also highligh s he need o ede ining pa en s’ ole in p o iding accessibili y and knowledge o
child en ega ding media. cu en ly, di e en media pla o ms a e eadily a ailable o child en o all age
g oups. child en can be an easy a ge o ma ke e s. Policymake s need di e en policies o p o ec
child en om he ha m ul e ec s o media.
4.4.3. Coun y wise co-au ho ship ne wo k
collabo a ions among au ho s b ings a di e si y o ideas o esea ch. When he au ho s a e om di e -
en coun ies i makes he a ea o esea ch iche wi h di e en pe spec i es. Vos iewe was used o
analyse he ne wo k o co-au ho ship coun y wise. he minimum numbe o documen s om a coun y
was kep a a h eshold alue o 3. 24 coun ies me he c i e ia. howe e , Denma k, ge many, i aly and
cogen BUsiness & ManageMen 17
sou h a ica had no links wi h o he coun y au ho s. hence he ne wo k analysis had 20 i ems di ided
in o 7 clus e s wi h 33 links and 49 link s eng h. he same has been demons a ed in Figu es 10 and 11.
clus e 1 showed co-au ho ship links be ween canada, china, Malaysia and Pakis an. clus e 2 showed
a closed wo king ela ionship be ween is ael, ne he lands, u key and Usa. india, F ance and oman we e
he h ee coun ies/i ems o clus e 3. clus e 4 highligh ed he close wo king ela ionship be ween
i eland, new Zealand and he Uni ed kingdom.
as shown in able 8, he Usa had he highes numbe o links ollowed by he Uni ed kingdom, china
and india
5. Conclusion and implica ions o he s udy
he p ocess o how he socializa ion o child en akes place o ake up he ole o consume s and insigh s
in o how child en make consump ion decisions a e impo an esea ch a eas o ma ke e s (eks öm,
2006). Va ious agen s in luence he socializa ion o child en. hese include amily membe s, pee s and
iends, media, school, and o he ins i u ions and cul u es (Mand ik e al., 2005). Pa en al communica ion
and s yle a e impo an ac o s shaping how child en impac consump ion decisions. in his esea ch, he
esea che s ha e used bibliome ic analysis o analyze he s udy on consume socializa ion.
he ci a ion analysis esul s d aw in e es ing in e ences; i shows ha he mos ci ed a icle was
‘consume socializa ion o child en: a e ospec i e look a wen y- i e Yea s o esea ch’ by John, D. .
published in 1992. i had 1272 ci a ions. his pape was closely ollowed by ‘ ea ing child en wi h
ea ly-onse conduc P oblems: in e en ion ou comes o Pa en , child, and eache aining,’ w i en in
2004 wi h 604 ci a ions. he op h ee jou nals o publish esea ch ela ed o consume socializa ion o
child en we e Young consume s, he in e na ional Jou nal o consume s udies, and he Jou nal o
consume Ma ke ing. Mos o hese jou nals belong o he Q1 qua ile o he scopus da abase. a he
same ime, he mos in luen ial ins i u ions we e he hong kong Bap is Uni e si y and he Uni e si y o
neb aska-lincoln, wi h 9 pape s each published on consume socializa ion. a look a he coun y-wise
con ibu ions shows ha he Uni ed s a es o ame ica domina es he lis , ollowed by he Uni ed
kingdom. i was also in e es ing o no e ha bo h de eloped and de eloping coun ies ha e con ibu ed
o his esea ch a ea.
he esul s o he co-ci a ion analysis o coun y-wise co-au ho ship showed he Usa had he highes
numbe o links, ollowed by he Uni ed kingdom, china, and india. se en clus e s we e iden i ied ha
showcased he collabo a ion be ween esea che s om di e en coun ies. D awing on he esul s o
clus e analysis, he keywo ds help in de ining ou b oad esea ch hemes. clus e 1: he changing ole
o media and pa en s as agen s o consume socializa ion o child en; clus e 2: socializa ion o child en
and e-socializa ion o pa en s; clus e 3: consump ion beha io o child en; clus e 4: Family
communica ion and consume socializa ion o child en.
Unde s anding consume socializa ion is impo an o se e al easons. he key implica ions a e dis-
cussed as ollows:
5.1. Theo e ical implica ions
F om he heo e ical pe spec i e he unde s anding o consume socializa ion helps in a be e unde -
s anding o he consume lea ning p ocess as well as i s ou come which is a i al elemen o consume
beha io s udy. i is also impo an o no e ha he scope o consume socializa ion is e y b oad and
can ‘encompass li e-long consume socializa ion, di e en li e e en s and sphe es o consump ion,
Table 8. Coun y wise link s eng h.
Coun y o al link s eng h
usa 24
uK 10
China 8
india 7
aus alia 6
Canada 6
Hong Kong 6
18 n. Panackal e al.
dialogs, nego ia ions, and ansla ions, as well as he socio-cul u al con ex in which socializa ion occu s’
(eks öm, 2006). all hese a eas p o ide in e es ing esea ch a enues wo h explo ing.
5.2. Manage ial implica ions
F om he manage ial implica ion pe spec i e, consume socializa ion p o ides an inimi able insigh in o
he beha io o an impo an ma ke segmen i.e. child en ha impac up o 80 pe cen o all e e yday
pu chases (goodwin, 2013). acco ding o goodwin (2013), ‘child en’s spending had oughly doubled
e e y en yea s o o e h ee decades and had ipled in he 1990’s. kids 4-12 spen $2.2 billion in 1968,
and $4.2 billion in 1984. Bu by 1994 he igu e climbed o $17.1 billion, and by 2002 hei spending
exceeded $40 billion. hese igu es a e di ec spending by kids. aking in o accoun spending in luence
esul s in s agge ing numbe s. Fo example, in 2012, kids buying powe and in luence had eached $1.2
illion’. hese igu es clea ly s a e ha child en cons i u e a ma ke segmen ha is impossible o igno e.
Ma ke e s should design s a egies keeping in mind he ole o child en in in luencing he pu chase. Fo
a ew p oduc ca ego ies, child en can be a ge ed di ec ly by de eloping child-o ien ed messages,
images, cha ac e s, hemes, logos, e c. howe e , in o he cases, an a emp can be made by ma ke e s
o b idge he ‘gap be ween child en and pa en s, such as c ea ing p oduc s, p og amming and ac i i ies
ha in ol e bo h child en and adul s’ (Do son & hya , 2005).
5.3. Socie al/public policy implica ion
F om he socie al and public policy pe spec i e he s udy o consume socializa ion p o ides a deep
unde s anding o he ac o s a ec ing he consump ion beha io o child en o a ious ca ego ies o
p oduc s and se ices. his also includes p oduc s ha all unde he ca ego y o ‘compulsi e consump ion’
i.e. consump ion ha alls unde he addic ion ca ego y and may ha e damaging consequences o he
use s as well as hose a ound hem ( o example- alcohol, obacco, illegal subs ances, social media addic-
ion, e c.). his calls o he de elopmen o a ious e ec i e and e icien policies, guidelines, and laws
om he go e nmen and consume g oups o p omo e posi i e consume beha io . also, in e en ions
should be e idence and con ex -based.
6. Limi a ions o he esea ch
he p esen s udy is one o he e y a e a emp s o p o ide a comp ehensi e unde s anding o he
li e a u e on child en’s consume socializa ion. he esea che s ha e conduc ed he s udy igo ously and
me iculously. howe e , he e exis a ew limi a ions ha need o be acknowledged. he esea che s used
esea ch publica ions published in he scopus da abase only. al hough scopus is a well-known and ep-
u able da abase, i may exclude some signi ican publica ions indexed in o he da abases such as he
Web o science. his s udy migh be expanded by doing a bibliome ic analysis based on he sea ch
esul s o Web o science-indexed jou nals. i would also be in e es ing o compa e he bibliome ic
esul s o scopus and Web o science da abases. he use o a single da abase is he key limi a ion o he
s udy. also, he s udy uses au ho keywo ds in o de o conduc a co-occu ence analysis. he selec ion
o keywo ds is subjec i e and depends on he esea che /au ho o he s udy. his means selec ing
au ho keywo ds as a means o conduc co-occu ence analysis is somewha subjec i e also which can
ac as ano he limi a ion o he s udy. he use o bibliome ic analysis p o ides he numbe o pape and
hei ci a ion. he numbe o pape s indica es quan i y bu , he numbe o ci a ions does no always
signi y quali y. in o he wo ds, he ci a ion analysis is based on quan i y and does no emphasize quali y
hus ac ing as a limi a ion.
7. Fu u e esea ch a enues
he cu en s udy opens up a ew p omising a enues o u u e esea ch. Fi s ly, he s udy p edominan ly
uses bibliome ic analysis. Bibliome ic analysis can be ca ied ou using di e en echniques and
cogen BUsiness & ManageMen 19
he e o e u u e s udies can adop o he echniques o gain mo e insigh s in o his a ea o s udy.
secondly, his a ea is gaining he a en ion o ma ke e s and esea che s and may ecei e a subs an ial
numbe o p omising esea ch pape s in he coming u u e. hus, bibliome ic analysis can be done a
in e al o se en o en yea s o unde s and ad ancemen in his a ea. hi dly, in o de o unde s and
eme ging ends in consume socializa ion he esea che s ha e seg ega ed he esea ch in o hei
sel -gene a ed clus e s. he usage o di e en da abases, ools, echniques, and keywo ds may yield di -
e en clus e s and di e en esea ch s eams which can be an in e es ing a enue o explo e. addi ionally,
child en a e essen ial in luence s in consump ion, and hei in luence canno be igno ed. he analysis
depic ed he ou es ia he ou selec ed clus e s ha ep esen how u u e esea ch in consume social-
iza ion is shaping up. his is c i ical o u u e esea che s o pa icipa e and con ibu e ich li e a u e o
de elop his a ea o esea ch u he .
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
D . Nehajoan Panackal is a acul y in symbiosis cen e o Managemen s udies, Pune. he esea ch in e es s a e in
he a ea o sus ainabili y, human esou ce managemen , social capi al and beha iou al s udies which has ansla ed
in o publica ions in jou nals ha a e scopus indexed , Web o science indexed and aBDc lis ed.
D . Adya Sha ma, a dedica ed p o essional wi h mo e han 20 yea s o expe ience an a id esea che , she has many
case s udies o he c edi which a e based on eal- ime e en s. she has also w i en esea ch pape s in epu ed
jou nals including scopus indexed jou nals, web o science indexed jou nals and has au ho ed chap e s in books.
D . Sonica Rau ela is an assis an P o esso a symbiosis cen e o Managemen s udies, Pune, india. he in e es
a eas include social Media, new P oduc De elopmen , and open inno a ion. she has also published esea ch
pape s in.scopus indexed, web o science indexed and aBDc lis ed jou nals.
ORCID
nehajoan Panackal h p://o cid.o g/0000-0002-9552-6763
adya sha ma h p://o cid.o g/0000-0001-7040-0278
sonica au ela h p://o cid.o g/0000-0002-2891-3819
Re e ences
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Indian Jou nal o Ma ke ing, 49(8), 1–22. h ps://doi.o g/10.17010/ijom/2019/ 49/i8/146170
ahmad, M., Md sidin, s., & oma , n. a. (2011). a p elimina y in es iga ion o adolescen s’ pe cep ion o he ole o
in e ne in pa en consume socializa ion. IUP Jou nal o Ma ke ing Managemen , 10(3), 7–17.
ai ken, ., & Wa kins, l. (2017). “ha m o good?”: consume pe cep ions o co po a e s a egic gi ing in schools.
Jou nal o Consume A ai s, 51(2), 406–432. h ps://doi.o g/10.1111/joca.12124
ale i, ., B ennan, l., & Pa ke , l. (2015). consume socialisa ion agency wi hin h ee-gene a ional Vie namese amilies.
Young Consume s, 16(2), 172–188. h ps://doi.o g/10.1108/Yc-08-2014-00471
ale i, ., Figuei edo, B., Ma in, D. M., & eid, M. (2023). socialisa ion agen s’ use ( ulness) o olde consume s lea n-
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