Publication
Title
Young adolescents and advertising on social network games : a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention
Author
Abstract
This study tested a model in which perceived parental media mediation in social network games (SNGs) was related to adolescents' conceptual and attitudinal advertising literacies, both of which were in turn related to purchase request intention. The 780 participants, aged between 10 and 14 years, watched a video clip of SNG Habbo that included a commercial message and then completed a questionnaire. Perceived autonomy-supportive restrictive media mediation was found to be positively associated with understanding selling intention. Perceived autonomy-supportive active media mediation was positively related to understanding persuasive intention. Understanding persuasive intention was positively related to purchase request intention.
Language
English
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Publication
Clemson, S.C. : 2016
ISSN
0091-3367 [print]
1557-7805 [online]
Volume/pages
45:2(2016), p. 183-197
ISI
000373624400003
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 25.01.2016
Last edited 31.07.2017
To cite this reference