This article explores minors' awareness and understanding of advertainment and influencer marketing on mobile devices, along with their moral and evaluative responses. Through 35 in-depth online interviews with Spanish minors (10-14 years old), the study finds that recognition and understanding of these advertising techniques increase with age, but overall, minors' primary reaction is indifference. The research emphasizes the need to improve minors' critical thinking skills to better navigate hybrid advertising messages.
Publisher
Humanities & Social Sciences Communications
Published On
Nov 06, 2024
Authors
Erika Fernández-Gómez, Paula Neira Placer, Beatriz Feijoo Fernández
Tags
minors
advertainment
influencer marketing
mobile devices
critical thinking
hybrid advertising
Spain
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