menu szukaj
Weekly Online Magazine
ISSN 2544-5839

new articles each monday
zamknij
Work In Media

25.11.2024 Marketing and PR

Influencer Advertising. Teenagers Do Not Always Recognize It

KFi

The rise in the popularity of influencer-promoted content among young people raises issues with their ability to identify the commercial nature of this content. Subtler forms of promotion are often completely unrecognizable to younger teens.

Poczytaj artykuł wydanie polskie w wydaniu polskim

Advertising by influencers. Young people do not always recognize itillustration: Bing AI

Data 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

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Marketing and PR

When a Review Lies. The Growing Threat of Fake Opinions Online

KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.

Modern Mobile Communication. How Companies Build Loyalty by Phone

KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.

When Will Every Advertisement Become... a Store? Omdia Forecasts

KFi
Global consumer spending online is growing at an unprecedented rate. By 2025, it will reach $4.4 trillion, with the US alone accounting for $1.4 trillion. The boundaries between advertising, entertainment, and commerce are blurring, ushering in a new era of digital consumption.


See articles on a similar topic:

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.

Internet Subscriptions: Market Value, Development Trends, and... Risks

KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!

Child's Sleepless Nights? Educator Suggests Solutions for Parents

patronat Reporterzy.info
Sleepless nights lead to fatigue, frustration, and worries about potential health issues for the child. Fortunately, most sleeping problems can be resolved by introducing appropriate habits and routines that help achieve a peaceful, restorative sleep.

Child with Dyslexia. A Therapist's Guide for Parents

patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]

More in the section: Marketing and PR

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Media Review 24/7




Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

advertisementMedia Review 24/7
Read books and e-books

Read books and e-books

Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25