What is Socializing Feeling

Since the child is at the heart of current managerial and ethical challenges imposed by digitalization, digital marketing to children is henceforth calling for new territories of studies in connection with the phenomenon of “gaming” in particular. This chapter favors an in-depth understanding of the child's relation with this phenomenon through an exploratory qualitative approach. Focus groups and in-depth interviews were conducted with children and their parents. Findings suggest that psychological states of users during navigation and playing are the feeling of pride, the state of flow, the experience of telepresence and the feeling of socialization. Given the specificities of this form of communication and the ethical implications, the relationship with the advergame has also been investigated.