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Parents' and Children's Perception on Social Media Advertising

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Title: Parents' and Children's Perception on Social Media Advertising
Language: English
Authors: Feijoo, Beatriz (ORCID 0000-0001-5287-3813), Bugueño, Simón (ORCID 0000-0003-4483-1458), Sádaba, Charo (ORCID 0000-0003-2596-2794), García-González, Aurora (ORCID 0000-0003-3757-9047)
Source: Comunicar: Media Education Research Journal. 2021 29(67):93-103.
Availability: Grupo Comunicar Ediciones. Marina 8, Atico B - 21001 Huelva, Spain. Tel: 34-959-248480; e-mail: info@grupocomunicar.com; Web site: https://www.revistacomunicar.com/
Peer Reviewed: Y
Page Count: 11
Publication Date: 2021
Document Type: Journal Articles
Reports - Research
Descriptors: Parent Attitudes, Childrens Attitudes, Adolescent Attitudes, Preadolescents, Early Adolescents, Social Media, Media Literacy, Advertising, Persuasive Discourse, Identification, Recognition (Psychology), Knowledge Level, Age Differences, Gender Differences, Socioeconomic Status, Foreign Countries
Geographic Terms: Chile (Santiago)
ISSN: 1134-3478
Abstract: This article presents the results of research that seeks to analyze the ability of minors to identify the advertising messages received through the most used social networks by this audience (YouTube and Instagram). Children's aptitude to recognize persuasive intent was measured in a selection of examples taken for this study, as well as the perception that parents or guardians had about the minor's ability to recognize advertising on the platforms analyzed. Results were obtained from a survey applied to dyads in 501 homes in the Metropolitan Area of Santiago de Chile, to children aged 10 to 14 and to one of their parents or guardians. Main results include the notion that more than 50% of children were not able to detect advertising in examples containing ads. Lower recognition percentages were obtained in cases that combined persuasive content and entertainment and were not classified as advertising. For their part, adults perceived that their children recognize persuasive intent to a lesser extent than indicated by the children themselves. An explicit and clear signaling of advertising messages, as well as advertising literacy according to the age of minors could help them discern the content they consume on social networks.
Abstractor: As Provided
Entry Date: 2021
Accession Number: EJ1293314
Database: ERIC
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  – Url: https://eric.ed.gov/contentdelivery/servlet/ERICServlet?accno=EJ1293314
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  Data: Parents' and Children's Perception on Social Media Advertising
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  Data: English
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  Data: <searchLink fieldCode="AR" term="%22Feijoo%2C+Beatriz%22">Feijoo, Beatriz</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-5287-3813">0000-0001-5287-3813</externalLink>)<br /><searchLink fieldCode="AR" term="%22Bugueño%2C+Simón%22">Bugueño, Simón</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-4483-1458">0000-0003-4483-1458</externalLink>)<br /><searchLink fieldCode="AR" term="%22Sádaba%2C+Charo%22">Sádaba, Charo</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-2596-2794">0000-0003-2596-2794</externalLink>)<br /><searchLink fieldCode="AR" term="%22García-González%2C+Aurora%22">García-González, Aurora</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-3757-9047">0000-0003-3757-9047</externalLink>)
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  Data: <searchLink fieldCode="SO" term="%22Comunicar%3A+Media+Education+Research+Journal%22"><i>Comunicar: Media Education Research Journal</i></searchLink>. 2021 29(67):93-103.
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  Data: Grupo Comunicar Ediciones. Marina 8, Atico B - 21001 Huelva, Spain. Tel: 34-959-248480; e-mail: info@grupocomunicar.com; Web site: https://www.revistacomunicar.com/
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  Data: 11
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  Data: <searchLink fieldCode="DE" term="%22Parent+Attitudes%22">Parent Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Childrens+Attitudes%22">Childrens Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Adolescent+Attitudes%22">Adolescent Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Preadolescents%22">Preadolescents</searchLink><br /><searchLink fieldCode="DE" term="%22Early+Adolescents%22">Early Adolescents</searchLink><br /><searchLink fieldCode="DE" term="%22Social+Media%22">Social Media</searchLink><br /><searchLink fieldCode="DE" term="%22Media+Literacy%22">Media Literacy</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Persuasive+Discourse%22">Persuasive Discourse</searchLink><br /><searchLink fieldCode="DE" term="%22Identification%22">Identification</searchLink><br /><searchLink fieldCode="DE" term="%22Recognition+%28Psychology%29%22">Recognition (Psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Knowledge+Level%22">Knowledge Level</searchLink><br /><searchLink fieldCode="DE" term="%22Age+Differences%22">Age Differences</searchLink><br /><searchLink fieldCode="DE" term="%22Gender+Differences%22">Gender Differences</searchLink><br /><searchLink fieldCode="DE" term="%22Socioeconomic+Status%22">Socioeconomic Status</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Chile+%28Santiago%29%22">Chile (Santiago)</searchLink>
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  Data: 1134-3478
– Name: Abstract
  Label: Abstract
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  Data: This article presents the results of research that seeks to analyze the ability of minors to identify the advertising messages received through the most used social networks by this audience (YouTube and Instagram). Children's aptitude to recognize persuasive intent was measured in a selection of examples taken for this study, as well as the perception that parents or guardians had about the minor's ability to recognize advertising on the platforms analyzed. Results were obtained from a survey applied to dyads in 501 homes in the Metropolitan Area of Santiago de Chile, to children aged 10 to 14 and to one of their parents or guardians. Main results include the notion that more than 50% of children were not able to detect advertising in examples containing ads. Lower recognition percentages were obtained in cases that combined persuasive content and entertainment and were not classified as advertising. For their part, adults perceived that their children recognize persuasive intent to a lesser extent than indicated by the children themselves. An explicit and clear signaling of advertising messages, as well as advertising literacy according to the age of minors could help them discern the content they consume on social networks.
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  Data: As Provided
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  Data: 2021
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  Label: Accession Number
  Group: ID
  Data: EJ1293314
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  BibEntity:
    Languages:
      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 11
        StartPage: 93
    Subjects:
      – SubjectFull: Parent Attitudes
        Type: general
      – SubjectFull: Childrens Attitudes
        Type: general
      – SubjectFull: Adolescent Attitudes
        Type: general
      – SubjectFull: Preadolescents
        Type: general
      – SubjectFull: Early Adolescents
        Type: general
      – SubjectFull: Social Media
        Type: general
      – SubjectFull: Media Literacy
        Type: general
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Persuasive Discourse
        Type: general
      – SubjectFull: Identification
        Type: general
      – SubjectFull: Recognition (Psychology)
        Type: general
      – SubjectFull: Knowledge Level
        Type: general
      – SubjectFull: Age Differences
        Type: general
      – SubjectFull: Gender Differences
        Type: general
      – SubjectFull: Socioeconomic Status
        Type: general
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Chile (Santiago)
        Type: general
    Titles:
      – TitleFull: Parents' and Children's Perception on Social Media Advertising
        Type: main
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            NameFull: Bugueño, Simón
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            NameFull: García-González, Aurora
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              Y: 2021
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              Value: 67
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