Title
Young adolescents and advertising on social network games : a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention Young adolescents and advertising on social network games : a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Faculty of Social Sciences. Sociology
Publication type
article
Publication
Clemson, S.C. ,
Subject
Sociology
Economics
Mass communications
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
45(2016) :2 , p. 183-197
ISSN
0091-3367
ISI
000373624400003
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/a65087/130483.pdf
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Handle