ABSTRACT:
This study examines the literature on children’s consumer behaviour between 2000 and 2024 through a systematised exploratory review guided by the SALSA method (Search, Appraisal, Synthesis, Analysis). In a globalised and digitalised communication context, the review analyses dominant research themes, methodological trends, and emerging gaps. The search was conducted in Scopus and Web of Science using multilingual terms related to consumer behaviour, youth, brands, and advertising. After applying appraisal criteria, 62 articles were selected. The results reveal a strong concentration of studies on alcohol, tobacco, food, and brands, while other forms of emerging consumption remain underexplored despite their growing role in adolescent identity and digital self-presentation. Most of the studies are quantitative, predominantly based in the United States, and seldom employ qualitative or mixed methods capable of capturing cultural specificities. The study proposes a more inclusive and interdisciplinary research agenda that addresses neglected areas of consumption, integrates local contexts, and combines diverse methodologies to better understand how family, peers, and digital platforms influence adolescents’ consumer decisions.
KEY WORDS:
advertising, brands, children, consumer behaviour, exploratory review, youth
DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.8