A review on the intrafamily purchasing behavior of generation Alpha and the advertising marketing relationship of the Minikaçocuk TV channel

In Turkey, thematic broadcasting that began in the 2000s, specifically targeted children as the audience, defined as Generation Z. However, from 2010 onwards, children born during this period are categorized as Generation Alpha, representing the new target audience for children's television broadcasting. The Generation Alpha represents the newest and youngest consumer segment in the advertising and marketing industry. It is a well-known fact that children consumers have an influence on family purchase decisions and behaviors. Additionally, advertisements aired on children's channels play a significant role in guiding children consumers' consumption decisions and behaviors. An investigation has been conducted through an examination of Minika Çocuk TV channel to explore the relationship between children's channels, actively involved in marketing strategies targeting children, and family purchasing behaviors. This research has contributed new findings to the literature regarding the shared target audience of the television and advertising marketing industries, which is the Generation Alpha. Furthermore, it has highlighted the increasing significance and position of children's channels within the advertising and marketing world.