Advertising storytelling integration is a new way that YouTubers have found to effectively promote brands in their YouTube video’s. With an impressive track record of results, many agencies and researchers alike are wondering where this success comes from. This research aims to explain the success of this new form of influencer marketing by researching the effect of advertising storytelling integration on download intention. The moderating role of parasocial relationships and the mediating role of perceived advertising creativity are also examined.

Contemporary reality evidently points to the fact that childhood has been dominated by the media and multimedia. Nowadays, children live in a global culture created by the development of new information technologies, electronic media and the Internet. Their childhood is characterised by individual behavioural patterns at home; it is more ‘private’ as spent by electronic devices where dominant relations are indirect and communication with others is maintained by means of a computer keyboard. The cyberculture, i.e. television, advertisements and the Internet can generate long-lasting state of fear, hyper-agitation, fear of being oppresed by others, night fears and desensitisation in the youngest generation. However, it is sufficient to implement the basic educational rules, such as spending time with children, positive parental presence in the lives of children and showing some honest interest in their problems and interests and talking them through.