Do I question what influencers sell me? Integration of critical thinking in the advertising literacy of Spanish adolescents

Advertising literacy is increasingly crucial in our digital age, especially for adolescents heavily exposed to commercial information. The rise of hybrid advertising formats, such as influencer marketing, presents unique challenges due to their subtle persuasive intent and blending of entertainment and promotion. This study addresses the urgent need to understand how adolescents critically process influencer-generated content, focusing on the interplay between advertising literacy and critical thinking. The pervasive nature of digital advertising, combined with the accessibility of technology and the increasing sophistication of advertising techniques, underscores the importance of fostering critical engagement among young consumers. Previous research highlights the limitations of simply recognizing advertising intent; critical analysis, encompassing cognitive and attitudinal dimensions, is essential for effective processing of persuasive messages. Moreover, the ethical dimension of advertising literacy is gaining recognition, particularly in light of potentially misleading or manipulative tactics used in digital advertising. The study aims to assess the extent to which adolescents apply critical thinking, as defined by Van Laar's five components, when encountering influencer marketing. Spanish adolescents, exhibiting some of the lowest levels of critical information literacy in Europe, provide a relevant context for exploring this issue.

Existing research emphasizes the importance of advertising literacy, encompassing cognitive (recognizing persuasive intent, bias, and techniques) and attitudinal (skepticism, critical reflection) dimensions. However, the evolution of advertising formats, including advergames, branded content, and influencer marketing, necessitates a more nuanced understanding of adolescents’ ability to critically process these hybrid forms. Studies have shown that simply recognizing advertising intent doesn’t guarantee critical evaluation, particularly when entertainment overshadows the persuasive message. Therefore, an attitudinal approach fostering critical thinking is crucial. The ethical dimension of advertising literacy is also gaining importance, as advertisers employ tactics that may deviate from societal values or norms. This necessitates evaluating the impact of advertising on the individual and society. The study builds upon this literature by investigating the application of Van Laar's five components of digital critical thinking within the context of influencer marketing, specifically examining adolescents' responses to commercial content created by influencers.

This qualitative study employed twelve virtual focus groups (Zoom and Microsoft Teams) with 62 Spanish students (aged 11-17, M=14.14, SD=1.9; 59.7% female). Participants were selected from diverse socioeconomic backgrounds and geographical regions across Spain, stratified by age group (6th grade, 7th-8th grades, 9th-10th grades, 11th-12th grades) and school type (private, charter, public) to ensure representation. Informed parental consent was obtained. The focus groups, lasting approximately 50 minutes each, utilized a semi-structured interview guide exploring participants' social media usage, preferred platforms, influencers they follow, motivations for following them, perceptions of influencer credibility, and understanding of influencer-brand collaborations. Data analysis involved verbatim transcription, collaborative identification of critical thinking dimensions (based on Van Laar's framework), and categorization of statements using NVivo 12 Plus software. The five components of Van Laar's framework were adapted for the context of processing influencer-generated content (Table 3).

Instagram was the most popular platform across all age groups, followed by TikTok, WhatsApp, and YouTube. Adolescents consistently recognized the commercial intent of influencer marketing, associating influencers with advertising. Analysis revealed the presence of all five critical thinking components in adolescents' responses to influencer marketing. **Clarification:** Participants actively questioned the persuasive intent of content and associated influencers with advertising. They recognized and discussed the economic motivations driving influencer activities and the potential for manipulation in the presentation of products. **Evaluation:** Adolescents evaluated influencers based on various criteria, including the authenticity of their online personas, their experience with the products they promote, and their potential biases. Physical appearance played a role in evaluating diet and aesthetic recommendations but wasn't considered universally valid. **Justification:** Participants justified exaggeration and superficiality as typical features of social media, emphasizing the entertainment value and the use of controversy for building online presence. They also considered shared interests and other attributes when justifying their decisions to follow influencers. **Linking of Ideas:** Participants connected their understanding of sales strategies, learned both through personal experiences and education, to explain influencers' persuasive techniques. They integrated their academic knowledge to analyze influencer marketing practices critically. They linked the impact of influencer content to concerns about mental health and body image, recognizing the creation of unrealistic beauty standards. **Novelty:** Adolescents proposed solutions to improve influencer marketing practices, including advocating for more responsible promotion, particularly for sensitive topics like diets and health products. They expressed concerns about unethical influencer behavior and its potential effects on their audience. Age differences were observed: Older adolescents displayed more sophisticated critical thinking, exhibiting greater ability to link ideas and engage in nuanced discussions.

The findings demonstrate that Spanish adolescents apply critical thinking across the cognitive and affective dimensions of advertising literacy when engaging with influencer marketing. They actively question the commercial intent, assess influencer credibility, and recognize persuasive tactics. The emotional connection with influencers influences their perception of credibility. However, the study reveals a gap in the application of the ethical dimension. While adolescents discussed potential negative impacts of influencer marketing, they rarely engaged in explicit ethical evaluations of the practices themselves. This highlights a need for educational interventions focusing on the ethical implications of influencer marketing and responsible digital consumption. The age of the participants is a key factor in determining the sophistication of their critical thinking and their ability to recognize the subtle manipulation used in influencer marketing.

This study reveals that while Spanish adolescents demonstrate significant cognitive and affective engagement with influencer marketing, incorporating critical thinking skills into their evaluation of content, the ethical dimension remains underdeveloped. Future research should explore these aspects in other cultural contexts and with different advertising formats to fully understand the scope of adolescents' advertising literacy. Educational programs should prioritize incorporating the ethical dimension of advertising literacy to equip adolescents with the skills needed to navigate the complexities of the digital advertising landscape.

The study's qualitative approach and sample size limit the generalizability of findings beyond the specific population studied. Future research should employ larger, more diverse samples and incorporate quantitative measures to complement these qualitative findings. The focus on influencer marketing might not fully represent adolescents' responses to all hybrid advertising formats.