New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding
Abstract Over the past twenty years, brand communication strategies have evolved, particularly for younger audiences, with formats that blend advertising and entertainment content, often featuring influencers. This style of advertising presents challenges, notably the difficulty minors face in recog...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Springer Nature
2024-11-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-024-04003-3 |
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| _version_ | 1850194719744720896 |
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| author | Erika Fernández-Gómez Paula Neira Placer Beatriz Feijoo Fernández |
| author_facet | Erika Fernández-Gómez Paula Neira Placer Beatriz Feijoo Fernández |
| author_sort | Erika Fernández-Gómez |
| collection | DOAJ |
| description | Abstract Over the past twenty years, brand communication strategies have evolved, particularly for younger audiences, with formats that blend advertising and entertainment content, often featuring influencers. This style of advertising presents challenges, notably the difficulty minors face in recognizing the commercial intent of messages. This article explores minors’ awareness and understanding of these advertising techniques, along with their moral and evaluative responses. We conducted 35 in-depth online interviews with minors aged 10–14 years in Spain. The findings reveal that recognition and understanding of such advertising increase with age. Although minors are accustomed to these practices, their primary reaction is indifference. The study emphasizes the importance of enhancing minors’ critical capacities to better navigate hybrid messages on social networks. |
| format | Article |
| id | doaj-art-ca9998b4eafc4c099f7c58c60aa7b164 |
| institution | OA Journals |
| issn | 2662-9992 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj-art-ca9998b4eafc4c099f7c58c60aa7b1642025-08-20T02:13:55ZengSpringer NatureHumanities & Social Sciences Communications2662-99922024-11-011111910.1057/s41599-024-04003-3New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understandingErika Fernández-Gómez0Paula Neira Placer1Beatriz Feijoo Fernández2Universidad Internacional de la Rioja (UNIR)Xunta de GaliciaUniversidad VillanuevaAbstract Over the past twenty years, brand communication strategies have evolved, particularly for younger audiences, with formats that blend advertising and entertainment content, often featuring influencers. This style of advertising presents challenges, notably the difficulty minors face in recognizing the commercial intent of messages. This article explores minors’ awareness and understanding of these advertising techniques, along with their moral and evaluative responses. We conducted 35 in-depth online interviews with minors aged 10–14 years in Spain. The findings reveal that recognition and understanding of such advertising increase with age. Although minors are accustomed to these practices, their primary reaction is indifference. The study emphasizes the importance of enhancing minors’ critical capacities to better navigate hybrid messages on social networks.https://doi.org/10.1057/s41599-024-04003-3 |
| spellingShingle | Erika Fernández-Gómez Paula Neira Placer Beatriz Feijoo Fernández New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding Humanities & Social Sciences Communications |
| title | New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding |
| title_full | New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding |
| title_fullStr | New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding |
| title_full_unstemmed | New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding |
| title_short | New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding |
| title_sort | new mobile advertising formats targeting young audiences an analysis of advertainment and influencers role in perception and understanding |
| url | https://doi.org/10.1057/s41599-024-04003-3 |
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