NEW TECHNOLOGIES AND INNOVATIONS IN MARKETING: CONSUMER BEHAVIOUR OF CHILDREN IN RELATION TO THE TIME SPENT ON THE INTERNET AND TO AGE.

The paper focuses on the use of new technologies and innovations in marketing. The aim is to evaluate the consumer behaviour of children in relation to the time spent on the Internet and age, and that in the context of children's wellbeing and quality of life. Questionnaires were distributed to the parents of children aged 6 to 13. They were approached in toy stores. Regression models were used to test the hypotheses. Based on the results, it was possible to prove a statistically significant relationship between the time spent on the Internet by children and the number of online purchases of parents based on their children's request. Also, it was possible to confirm an existing relationship between the growing age of children and the growing preference for digital toys over traditional and mechanical toys. Research limitations are mainly associated with the research sample and the formulation of questions in the questionnaire. The implications of the study show that companies should consider the age of childdren in their marketing communication, as their consumer preferences change very quickly. In the context of new technologies and innovations in marketing communication parents should monitor not only how much time their children spend on the Internet, but also the content they watch, and should guide them accordingly. The paper contributes to the evaluation of innovations in marketing in our digital age and their effect on the consumer behaviour of children and their quality of life. It opens up new questions and possible research directions. [ABSTRACT FROM AUTHOR]