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Author
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Beatriz Feijoo , Luisa Zozaya& Charo Sádaba
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Year
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2023
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Publisher
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Humanities and Social Science Communications
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Abstract
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Engaging with influencer posts has become a prevalent practice among adolescents on social
media, exposing them to the combined elements of promotional content and entertainment
in influencer marketing. However, the versatile and appealing nature of this content may
hinder adolescents’ ability to engage in critical thinking and accurately interpret this hybrid
form of advertising. This study aims to investigate adolescents’ capacity to critically process
persuasive content shared by influencers, utilizing the five components of digital critical
thinking outlined by Van Laar (2019): clarification, evaluation, justification, linking of ideas,
and novelty. To analyze minors’ online experiences, a qualitative approach was employed
involving twelve discussion groups with a total of 62 children and adolescents aged 11 to 17 in
Spain. The findings indicate that the exercise of critical thinking in response to influencer
marketing is closely associated with the cognitive and affective dimensions of advertising
literacy in adolescents, while wamong them.
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Language
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English