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Children as Consumers used tend to be processed implicitly and without conscious awareness (Nairn and Fine, 2008)

Peer-to-peer marketing might be done online or face to face, and it draws on the long-recognised power of word of mouth to get a marketing message across. Word-of-mouth marketing amplifies and monetises the natural and spontaneous urge we have to tell our friends about the products and services we like.The Word of Mouth Marketing Association (WOMMA) describes it this way:

"Word of mouth is the most effective form of marketing in existence as it combines the newest strategies, tactics, and channels with the most basic human behaviour: people like to talk!"Word of Mouth Marketing Association

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