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      Dataset Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs

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      Creators
      Hoek, R.W.
      Rozendaal, E.
      Schie, H.T. van
      Reijmersdal, E.A. van
      Buijzen, M.A.
      Date of Archiving
      2020
      Archive
      DANS EASY
      DOI
      https://doi.org/10.17026/dans-zde-h95u
      Related publications
      Re-examining the relation between advertising literacy and children's susceptibility to advertising: An indirect measurement approach  
      Testing the effectiveness of a disclosure in activating children's advertising literacy in the context of embedded advertising in vlogs  
      Publication type
      Dataset
      Please use this identifier to cite or link to this item: https://hdl.handle.net/2066/227764   https://hdl.handle.net/2066/227764
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      Organization
      SW OZ BSI CW
      SW OZ BSI SCP
      Audience(s)
      Communication sciences
      Languages used
      English; Dutch
      Key words
      Children; advertising; advertising literacy; influencer marketing; in-vlog advertising; advertising susceptibility; ALAT; indirect measures
      Abstract
      Data sets and syntax files related to published article: Hoek, R. W., Rozendaal, E., Van Schie, H. T., Van Reijmersdal, E. A., & Buijzen, M. (2020). Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs. Front. Psychol. 11:451. doi: 10.3389/fpsyg.2020.00451 Watching vlogs of social media influencers has become a favorite pastime for children and adolescents. For advertisers, vlogs are an excellent way to reach young viewers. As such, vlogs have become a powerful marketing tool. However, for children and adolescents it is often unclear whether a vlog contains advertising, which raises questions regarding the fairness and transparency of this type of advertising. If children do not recognize the commercial intent of in-vlog advertising, then they are unlikely to activate their advertising literacy, which may serve as a critical coping mechanism. The aim of this study was to investigate if a sponsorship disclosure stimulates children and adolescents’ (7–16 years old) to activate their advertising literacy when exposed to embedded advertising in vlogs and, subsequently, if advertising literacy activation is related to children’s brand attitude. Furthermore, we investigated whether the relation between exposure to a sponsorship disclosure and advertising literacy activation was moderated by children’s dispositional advertising literacy and their age. An innovative aspect of the current study is that advertising literacy activation was measured in two ways: with a self-reported questionnaire and via an indirect measurement task (Advertising Literacy Activation Task). The results showed that the children who were exposed to a sponsorship disclosure did not activate their advertising literacy to a higher extent than the children who were not exposed to such a disclosure. This might be because of the high prominence of the brand in the vlog; thus children may not have needed the disclosure to realize that the vlog was sponsored and accordingly activate their advertising literacy. The results also showed that stronger attitudinal advertising literacy activation led to a more negative brand attitude. Interestingly, this effect was only found when attitudinal advertising literacy was assessed with a questionnaire and not when it was assessed with the indirect measurement task. Thus, children who were more critical toward the in-vlog advertisement through self-reporting also had a more negative brand attitude. This suggests that direct and indirect measurements of advertising literacy activation reveal different processes through which children make sense of, and are affected by, advertising.
      This item appears in the following Collection(s)
      • Datasets [1262]
      • Faculty of Social Sciences [27301]

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