Education

New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers' role in perception and understanding

E. Fernández-gómez, P. N. Placer, et al.

Explore the intriguing world of minors' awareness regarding advertainment and influencer marketing on mobile devices, highlighted by the research of Erika Fernández-Gómez, Paula Neira Placer, and Beatriz Feijoo Fernández. Discover how their understanding evolves with age and why their predominant response is often one of indifference. This study calls for a boost in critical thinking among minors to better decode hybrid advertising messages.

00:00

Playback language: English

Index

Abstract

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

Related Publications

Explore these studies to deepen your understanding of the subject.

Humanities

Disciplinary power and practices of body politics: an evaluation of Dalit women in Bama's Sangati and P. Sivakami's The Grip of Change through Foucauldian discourse analysis

A. Ghosh

Health and Fitness

Comparing role of religion in perception of the COVID-19 vaccines in Africa and Asia Pacific

S. Jin, A. R. Cook, et al.

Health and Fitness

Science, advocacy, and quackery in nutritional books: an analysis of conflicting advice and purported claims of nutritional best-sellers

R. M. Marton, X. Wang, et al.

Education

How humour travels in the new and dynamic mediascape: a case study of a short video platform, Little Red Book, and an online teaching platform, Rain Classroom

L. Liang

Listen, Learn & Level Up

Over 10,000 hours of research content in 25+ fields, available in 12+ languages.

No more digging through PDFs, just hit play and absorb the world's latest research in your language, on your time.

listen to research audio papers with researchbunny