Digimums' online grocery shopping: the end of children's influence?


  • Ayadi Kafia
  • Muratore I.


  • Children's influence
  • Digimums
  • Online buying
  • Proactive influence strategy
  • Smart shopper
  • Online socialisation

document type



This paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how children between the ages of 7 and 11 are involved in the online purchasing process (before, during and after the purchase) with their digital mothers (digimums). Design/methodology/approach-We collected qualitative data from 27 separate semistructured interviews of mothers and their children.

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