Tweens and Internet: role of digital in the information process. The case of feature film releasesXavier MENAUD, Olivier AUBA
This article proposes to study a specific target in marketing: the Tweens. Regarded as children aged between 8 and 12 years old, they develop specific behaviors. Due to ethical considerations, marketing dedicated to children are quite difficult to implement. If previous studies focused on general browsing habits, this research proposes to determine if Internet has a specific impact in terms of information process when it regards a cultural experience: cinema movies.