Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review

Abstract

Young people are constantly targeted by online advertisements. This systematic literature review aims to identify the principal factors that influence young people's attitude towards online advertising. It seeks to understand if the influence of online advertising is dependent on gender and age differences in young people. The methodology involves the systematic review of empirical studies published from 1994 to 2020 and identifies the factors that impact young people's attitude towards online advertising. The review commences with a scoping study and follows the PRISMA structure, which includes identifying studies, screening and evaluation, the analysis and synthesis of studies, and the presentation of the final studies. This work reveals two main observations from a thematic content analysis of the appraised studies. The first relates to the principal factors influencing young people's attitude towards advertising. These factors comprise informativeness, entertainment, irritation, credibility, personalisation, and interactivity. In general, studies show that when informativeness, entertainment, credibility and interactivity are present, the more positive the attitude towards advertising is, while irritation fosters an unfavourable attitude. Studies provide a dichotomous stand on personalisation. The second relates to young people's age and gender. Our review notes that earlier studies lack focus on audiences predominantly between 10 and 15 years.

Intensity, positive valence, negative valence, and content of electronic word of mouth influence online shopping intention

“…The content and intensity represent the informativeness aspects of E-WOM. This aspec influences the attitude (Cahyani & Artanti, 2020;De Battista, 2021). We can expect that the higher the informativeness, the stronger the attitude toward object (De Battista, 2021), and the higher the possibility of attitude-object related behavior (Ajzen, 2020).…”

Aktivist Reklamlara Yönelik Y ve Z Kuşağının Tutumunun Satın Alma Niyetine Etkisi

“…Bu bağlamda reklamlara yönelik tutumun satın alma niyetine etkisi ve aktivist reklamlara yönelik Y ve Z kuşağının olumlu yaklaşımlarını ortaya koyan çalışmalar kapsamında (Benner, 2018;Blanco, vd., 2010;Battista, Curmi & Said, 2021;Brison, 2015;Chaouachi & Rached, 2019;Ducoffe, 1996;Ducoffe & Curlo, 2000;Disastra vd., 2019;Farah & Newman, 2009;Hasanah & Wahid, 2018;Kotler & Sarkar, 2017;MacKenzie & Lutz, 1989;Nainggolan, 2021;Naser & Ismail, 2020;Qin & Yan, 2017;Tsang, Ho & Liang, 2004;Verstraten, 2015;Zeno, 2020) araştırmada test edilmek amacıyla aşağıdaki hipotezler geliştirilmiştir.…”

Assessing the kid's behaviour with factors of social media advertising: DEMATEL application

“…Researchers and academicians have already proved the significance of advertisements over the purchase intentions of kids, preadolescents and adolescents (Khetarpal and Singh, 2020;O'Keeffe et al, 2011) but SMA is still under-researched pertaining to content of advertising (van der Bend et al, 2022), consumer attitude towards SMA and purchase intentions (Aji et al, 2020;Naeem, 2019;Kurdi et al, 2022). SMA in context to young generation has grabbed researchers' attention in last few years as researchers from the field of advertising are keen on understanding the effects of SMA on kids (Alruwaily et al, 2020;Ara ujo et al, 2017;De Battista et al, 2021). N uñez-G omez et al (2020) emphasised the importance of considering the noble scenario of advertising on social media platforms with respect to kids' understanding of the content.…”

“…SMA in context to young generation has grabbed researchers' attention in last few years as researchers from the field of advertising are keen on understanding the effects of SMA on kids (Alruwaily et al ., 2020; Araújo et al. , 2017; De Battista et al ., 2021). Núñez-Gómez et al .…”