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

Revue:
Methaodos. revista de ciencias sociales

ISSN: 2340-8413

Année de publication: 2023

Volumen: 11

Número: 2

Type: Article

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

D'autres publications dans: Methaodos. revista de ciencias sociales

Objectifs de Développement Durable

Résumé

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.

Références bibliographiques

  • Advertising Standards Authority (ASA). (2020). Influencers’ guide to making clear that ads are ads. U.K. https://bit.ly/3DjNmFG
  • An, S., Jin, H. S., & Park, E. H. (2014). Children's advertising literacy for advergames: Perception of the game as advertising. Journal of Advertising, 43(1), 63-72. https://doi.org/10.1080/00913367.2013.795123
  • Autocontrol. (2020). Código de Conducta sobre el uso de influencers en la publicidad.
  • Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge. https://doi.org/10.4324/9780080557700
  • Buckingham, D. (1993). Children talking television: The making of television literacy (Vol. 9). Psychology Press. https://doi.org/10.4324/9780203346921
  • Buijzen, M., Van Reijmersdal, E. A., & Owen, L. H. (2010). Introducing the PCMC model: An investigative framework for young people's processing of commercialized media content. Communication Theory, 20(4), 427-450. https://doi.org/10.1111/j.1468-2885.2010.01370.x
  • Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274. https://doi.org/10.1080/10641734.2018.1521113
  • Daems, K., De Pelsmacker, P., & Moons, I. (2019). Advertisers’ perceptions regarding the ethical appropriateness of new advertising formats aimed at minors. Journal of Marketing Communications, 25(4), 438-456. https://doi.org/10.1080/13527266.2017.1409250
  • EASA. (2018). EASA best practice recommendation on influencer marketing. https://n9.cl/t9382
  • Facione, P. A. (2011). Critical thinking: What it is and why it counts. Insight assessment, 2007(1), 1-23.
  • Federal Trade Commission (FTC). 2019. Disclosures 101 for social media influencers https://bit.ly/3R91IOT
  • Feijoo, B., López-Martínez, A., & Núñez-Gómez, P. (2022). Body and diet as sales pitches: Spanish teenagers’ perceptions about influencers’ impact on ideal physical appearance. El Profesional de la Información, 31(4). https://doi.org/10.3145/epi.2022.jul.12
  • Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31. https://doi.org/10.1086/209380
  • Gómez, G. R., Flores, J. G., y Jiménez, E. G. (1996). Metodología de la investigación cualitativa. Ediciones Aljibe, 378.
  • Hoek, R. W., Rozendaal, E., Van Schie, H. T., Van Reijmersdal, E. A., & Buijzen, M. (2020). Testing the effectiveness of a disclosure in activating children’s advertising literacy in the context of embedded advertising in vlogs. Frontiers in psychology, 11, 451. https://doi.org/10.3389/fpsyg.2020.00451
  • Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., & Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: A future research agenda. Journal of Advertising, 46, 333-349. https://doi.org/10.1080/00913367.2016.1269303
  • IAB Europe. (2016). How to comply with EU rules applicable to online native advertising. https://n9.cl/z9i46
  • Instagram. (2021). Información sobre las políticas de contenido de marca. https://acortar.link/qHHAIP
  • JEP. (2018). Recommandations du Conseil de la Publicité en matière d’influenceurs en ligne. https://bit.ly/3DmwAps
  • Kačinová, V., y Sádaba Chalezquer, M. R. (2022). Conceptualización de la competencia mediática como una “competencia aumentada”. Revista Latina De Comunicación Social, (80), 21-38. https://doi.org/10.4185/RLCS-2022-1514
  • Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922. https://doi.org/10.1002/mar.21244
  • Kodex Influencer Marketing. (2022). Kódex influencer marketingu https://n9.cl/cpvr3
  • Kunkel, D., Wilcox, B. L., Cantor, J., Palmer, E., Linn, S. & Dowrick, P. (2004). Report of the APA Task Force on advertising and children. American Psychological Association
  • Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36. http://dx.doi.org/10.21776/ub.jam.2019.017.04.09
  • Livingstone, S., & Helsper, E. J. (2006). Does advertising literacy mediate the effects of advertising on children? A critical examination of two linked research literatures in relation to obesity and food choice. Journal of communication, 56(3), 560-584. https://doi.org/10.1111/j.1460-2466.2006.00301.x
  • Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Nielsen Admosphere. (2021). Dve tretiny internetových Slovákov sledujú influencerov na sociálnych sieťach, skoro štvrtina niekedy vyskúšala propagovaný product. https://bit.ly/3HbsRvN
  • O'Donohoe, S., & Tynan, C. (1998). Beyond sophistication: Dimensions of advertising literacy. International Journal of Advertising, 17(4), 467-482. https://doi.org/10.1080/02650487.1998.11104733
  • Pérez Tornero, J. M., Samy Tayie, S., Tejedor, S., y Pulido, C. (2018). ¿Cómo afrontar las noticias falseadas mediante la alfabetización periodística? Estado de la cuestión. Doxa Comunicación, 2(26), 211–235. https://doi.org/10.31921/doxacom.n26a10
  • Piaget, J. (1964). Part I: Cognitive development in children: Piaget development and learning. Journal of research in science teaching, 2(3), 176-186. http://dx.doi.org/10.1002/tea.3660020306
  • Piaget, J. (1929). The child’s conception of the world. Routledge & Kegan Paul. https://doi.org/10.4324/9781315006215
  • Robertson, T. S., & Rossiter, J. R. (1974). Children and commercial persuasion: An attribution theory analysis. Journal of Consumer Research, 1(1), 13-20. https://doi.org/10.1086/208577
  • Roedder, D. L. (1981). Age differences in children's responses to television advertising: An information-processing approach. Journal of Consumer Research, 8(2), 144-153. https://doi.org/10.1086/208850
  • Rozendaal, Esther, Matthew A. Lapierre, Eva A. van Reijmersdal, and Moniek Buijzen (2011). “Reconsidering Advertising Literacy as a Defense against Advertising Effects,” Media Psychology, 14(4), 333-54. https://doi.org/10.1080/15213269.2011.620540
  • Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons. https://doi.org/10.1002/9781119172499
  • Statista. (2021). Influencer marketing market size worldwide from 2016 to 2021. https://bit.ly/3RcRuNo
  • Trivedi, J. P. (2018). Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer-a fashion industry perspective. International Journal of Electronic Customer Relationship Management, 11(3), 256-271. https://doi.org/10.1504/IJECRM.2018.093771
  • Trivedi, J., & Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi.org/10.1080/15332861.2019.1700741
  • Van Dam, S., & Van Reijmersdal, E. A. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2), article 2. http://dx.doi.org/10.5817/CP2019-2-2
  • Van Reijmersdal, E. A., Rozendaal, E. & Buijzen, M. (2012). “Effects of Prominence, Involvement, and Persuasion Knowledge on Children’s Cognitive and Affective Responses to Advergames,” Journal of Interactive Marketing, 26, 33-42.
  • Van Reijmersdal, E. A., Boerman, S. C., Buijzen, M., & Rozendaal, E. (2017). This is advertising! Effects of disclosing television brand placement on adolescents. Journal of Youth and Adolescence, 46(2), 328-342. https://doi.org/10.1016/j.intmar.2011.04.005
  • Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: a systematic review, integrative framework and future research agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12647
  • Wavemaker. (2020). Influenceri a značky na Slovensku. Wabemaker. https://bit.ly/3kBpdUn
  • Young, B. M. (1990). Television advertising and children. Clarendon Press.
  • Zozaya, L., Fernández, B. F., y Chalezquer, C. S. (2022). El papel de los influencers en las decisiones de consumo de los menores españoles. Doxa Comunicación. Revista Interdisciplinar de Estudios de Comunicación y Ciencias Sociales, 401-413. https://doi.org/10.31921/doxacom.n36a1685
  • Zozaya-Durazo, L., y Sádaba-Chalezquer, C. (2022). Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms. Media and Communication, 10(1), 124-135. https://doi.org/10.17645/mac.v10i1.4640
La source de données: Dialnet