25.11.2024 Marketing and PR
Influencer Advertising. Teenagers Do Not Always Recognize It
KFi
w wydaniu polskim
illustration: Bing AIData published in Nature Humanities and Social Sciences Communications, collected by Spanish researchers: Erika Fernández-Gómez, Paula Neira Placer, and Beatriz Feijoo Fernández, show that the average age of children`s first contact with a mobile phone in Spain is about 11 years.
Children`s ability to identify advertising content
The study involved 35 children aged 10-14. The results reveal that while most of them can identify advertisements marked with the hashtag #ad, they still struggle to recognize subtler forms of promotion. The influence of social media figures makes children see them more as friends than as brand collaborators.
Children aged 10–14 were able to recognize, on average, 3.25 promotional elements out of five presented in the study. Detailed findings highlight variations depending on age and advertising awareness levels.
| Age group | Average number of recognized ads (out of 5) |
|---|---|
| 10-11 years | 2.1 |
| 12-14 years | 3.9 |
When ads were labeled #ad, recognition rates increased, especially in older age groups.
Reactions to influencer advertising content
According to Erika Fernández-Gómez, Paula Neira Placer, and Beatriz Feijoo Fernández, despite recognizing the commercial nature of many posts, children usually take a neutral or positive stance towards ads, particularly when promoted by their favorite influencers. Only about 40% of respondents felt that ads shared by influencers were unethical or misleading, indicating a relatively low level of criticism toward such content.
The study emphasizes the need for media education on advertising recognition in schools and homes. The findings suggest that younger audiences may need more support to understand the intentions and techniques used by marketers on social platforms.
***
The study was conducted by Erika Fernández-Gómez (Universidad Internacional de la Rioja UNIR, Logroño), Paula Neira Placer (Xunta de Galicia, Santiago de Compostela), and Beatriz Feijoo Fernández (Universidad Villanueva, Madrid).
The results were published in November 2024 in Nature Humanities and Social Sciences Communications under the CC BY-NC-ND 4.0 license. They can be accessed at
https://doi.org/10.1057/s41599-024-04003-3
COMMERCIAL BREAK
New articles in section Marketing and PR
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
AI or human? Data on customer preferences in the US, UK, and Canada
KFi
One in three consumers prefers talking to a bot rather than a human, and as many as 86% try to solve the problem on their own first. Still, 74% prefer to call when an issue is urgent. A new report from Five9 shows just how much customer service expectations have changed.
See articles on a similar topic:
What to do when a child bites nails? Advice from a child psychologist
patronat Reporterzy.info
For children, nail-biting is often a way to cope with boredom or stress. However, our role is to intervene when we notice this habit, not only for aesthetic reasons but also to address potential underlying causes. What might these be, and what can we do?
Artificial Intelligence, Real Results in Marketing. HubSpot Report
BARD
Although AI is a term that can sometimes evoke concerns, the "AI Trends Report 2024" compiled by analysts at HubSpot shows that for many, artificial intelligence is the future of marketing.
Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025
BARD
B2B boldly experimented with generative artificial intelligence in 2024, but next year, industry leaders plan to focus on sustainable solutions that increase revenue.
Cold Mailing: What is the Optimal Word Count for Best Results?
Krzysztof Fiedorek
Forget about popular guidelines for marketers that can be found on Google. An analyst from Hunter.io conducted a study of a massive database of 34 million emails requesting contact. It turns out that the world of marketing cold mailing looks quite different today.
