El consumo crítico de influencers por menores en Eslovaquia

  1. Zozaya-Durazo, Luisa 1
  2. Kačinová, Viera 2
  3. Sádaba Chalezquer, Charo 1
  4. Feijoo Fernández, Beatriz
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

  2. 2 Univerzita Sv. Cyrila A Metoda V Trnave
    info

    Univerzita Sv. Cyrila A Metoda V Trnave

    Trnava, Eslovaquia

Revista:
Methaodos. revista de ciencias sociales

ISSN: 2340-8413

Any de publicació: 2023

Volum: 11

Número: 2

Tipus: Article

DOI: 10.17502/MRCS.V11I2.624 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Methaodos. revista de ciencias sociales

Objectius de Desenvolupament Sostenible

Resum

The experience and maturity of individuals as consumers can determine the ability to critically process and analyze the advertising to which they are exposed (Buijzen et al., 2010; Piaget, 1929). This study exposes the differences in conceptual and attitudinal advertising literacy that minors in primary and high school have for the processing of promotional content shared by influencers. After conducting six virtual focus groups in which 34 minors from various communities in Slovakia participated, the results point to clear age-related differences between the two groups regarding the credibility given to these figures, and their ability to identify persuasive attempts to deceive them. influencers regardless of the creativity and dynamism through which the brands are advertised. The youngest interviewees had difficulty understanding the sales intention when it is presented dynamically, and they perceive that the influencer enjoys what he does; the adolescents affirmed that these characteristics are strategies to encourage them to buy the products. This raises interesting educational considerations about the need to start training in advertising literacy earlier.

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Fuente de los datos: Dialnet