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Capturing Attention: Understanding the Dynamics of Interactive Advertising to Engage Generation Alpha

Liselot Hudders

Journal of Interactive Advertising2025https://doi.org/10.1080/15252019.2025.2591720article
AJG 1ABDC B
Weight
0.41

Abstract

In this essay, I explore the defining features of Generation Alpha, the generation of children born between 2010 and 2025, to better understand the implications for advertising practices. Generation Alpha children are growing up with digital market spaces and tend to prefer digital activities over outdoor play. The complex digital media environment they navigate presents several challenges, which are discussed throughout the essay. I highlight their potential as consumers and examine the implications for advertisers. In particular, I explore the difficulties that advertisers may encounter when targeting this emerging generation of consumers. The essay concludes with a proposed research agenda that outlines a roadmap for engaging the next generation of consumers in a responsible manner, with a focus on safeguarding children's rights.

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https://doi.org/https://doi.org/10.1080/15252019.2025.2591720

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@article{liselot2025,
  title        = {{Capturing Attention: Understanding the Dynamics of Interactive Advertising to Engage Generation Alpha}},
  author       = {Liselot Hudders},
  journal      = {Journal of Interactive Advertising},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/15252019.2025.2591720},
}

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Capturing Attention: Understanding the Dynamics of Interactive Advertising to Engage Generation Alpha

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.