4-22. The digital media company TotallyAwesome found in their APAC 2020 Kids Digital Insights study that online content creators in the Asia-Pacific region play a key role in establishing a relationship between young consumers and brands. Some 59 percent of children ask their parents to make purchases for them after seeing a brand endorsed by a content creator or influencer.

Similarly, 55 percent of parents are convinced to make a purchase after seeing content from an influencer.

Read the article titled “Study: Brands Winning the Hearts of Children in Asia amidst COVID-19”

at the Marketing Interactive website, available at www.marketing-interactive.com/study-brandswinning-

the-hearts-of-children-in-asia-amidstcovid-

19. Classify or quantify the segments common to the brands that feature heavily in the study. What similarities do you notice?