Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs

Hoek, Rhianne W.; Rozendaal, Esther; Schie, Hein T. van; Reijmersdal, Eva A. van; Buijzen, Moniek

doi:10.3389/fpsyg.2020.00451

Cited by 25 publications

(21 citation statements)

References 59 publications

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“…Brand attitude is very important for business operation, so many studies have been carried out to explore the influencing factors of brand attitude (Hoek et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

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News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing

et al. 2021

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This study mainly examines the different effects and mechanisms of news feed advertising (vs. traditional display advertising) on advertising attitude and brand attitude by using an observational experiment that categorized participants based on their past experiences. By analyzing the video advertising of the “Li Ning” brand, three conclusion were drawn. First, compared with traditional display advertising, news feed advertising led to more positive advertising attitude and brand attitude. Second, generation and transmission mechanism of attitudes were applicable to the interpretation rules of the classical information processing process model, which showed that the information processing process of the news feed advertising and the traditional display advertising were consistent. Third, consumer’s brand experience did not affect the direct effects of “attention” on “memory,” but affected the mediate role of “interpretation,” which showed that news feed advertising may have a stronger “drainage” effect when promoting new products and developing new markets. However, if the consumer’s experience is not enhanced, the brand attitude triggered by news feed advertising will still not be stable. These findings are conducive to further understanding the effect of news feed advertising on advertising attitude and brand attitude.

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“…Brand attitude is very important for business operation, so many studies have been carried out to explore the influencing factors of brand attitude (Hoek et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

“…Brand attitude is very important for business operation, so many studies have been carried out to explore the influencing factors of brand attitude ( Hoek et al, 2020 ). Compared with traditional display advertising, news feed advertising can bring more positive advertising attitude and brand attitude to consumers.…”

Section: Discussionmentioning

confidence: 99%

News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing

et al. 2021

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“…A study in the Netherlands with a sample of children 7–12 years old found that children who were exposed to a sponsorship disclosure did not show increased activation of their AL compared with children who were not exposed to this condition. According to the authors, this could be due to the fact that the brand was so evident in the content of the vlog that the disclosure failed to provide more information as the children were able to identify the brand and, consequently, their AL activation could be triggered (Hoek et al , 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach

Robayo-Pinzón

Berrío

Núñez-Gómez

et al. 2021

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Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control. Design/methodology/approach A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants. Findings Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension. Practical implications Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents. Originality/value This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

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“…In recent years, scholars have worked on developing valid and reliable questionnaire measures to assess children's advertising literacy (D'Alessio, Laghi, & Baiocco, 2009;Rozendaal, Opree, & Buijzen, 2016). Although these self-report questionnaires are valuable measurement tools for capturing children's dispositional advertising literacy, they may not be suitable to measure children's advertising literacy activation for several reasons (see also Hoek, Rozendaal, van Schie, van Reijmersdal, & Buijzen, 2020).…”

Section: Measuring Activation Of Children's Advertising Literacymentioning

confidence: 99%

Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old

et al. 2020

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The aim of this study was to develop and test an indirect measurement instrument that is able to assess children's advertising literacy activation. Study 1 (N = 24, age: 10-12) describes the development of the Advertising Literacy Activation Task (ALAT) in which participants sort successive words in two categories: advertising or news. Studies 2 and 3 tested the ALAT on usability, reliability, predictive, and construct validity. In study 2 (N = 38, age: 10-12), participants were primed with a story about advertising or about news. Study 3 (N = 114, age: 7-13) used a similar design but with actual television commercials and news broadcast. Frequency and speed of categorizing conceptual and attitudinal words were analyzed with Bayesian statistics investigating effects of priming, dispositional advertising literacy, and their interactions. Results indicate that the ALAT is a usable and reliable measurement instrument with good predictive validity, but with limited construct validity.

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Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs

Cited by 25 publications

References 59 publications

News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing

News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing

Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach

Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old

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