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Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

Title
Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising
Authors
An, SoontaeKang, Hannah
Ewha Authors
안순태
SCOPUS Author ID
안순태scopus
Issue Date
2019
Journal Title
JOURNAL OF CONSUMER BEHAVIOUR
ISSN
1472-0817JCR Link

1479-1838JCR Link
Citation
JOURNAL OF CONSUMER BEHAVIOUR vol. 18, no. 5, pp. 387 - 398
Publisher
WILEY
Indexed
SSCI; SCOPUS WOS
Document Type
Article
Abstract
This study explored Korean children's understanding of social media advergames. In particular, we investigated the effects of ad recognition and skeptical attitudes toward advertising on children's susceptibility to commercial influences. The results of a survey of 556 children, ranging in age from 7 to 11, showed that half of the children could correctly identify the social media advergame as a type of advertising, whereas the other half could not. Comparisons revealed that older students were better at recognizing commercial influences. In terms of children's intention to visit sites featured in advergames, students who were in a lower grade, female, or had high Internet usage were more likely to want to visit the store advertised. After controlling for demographics and media usage, children's ad recognition and skeptical attitudes, as well as the interaction term, were all statistically significant. The results underscore the importance of combining both cognitive and attitudinal advertising literacy.
DOI
10.1002/cb.1778
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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