Publication
Title
'You talking to me?' : the influence of peer communication on adolescents' persuasion knowledge and attitude towards social advertisements
Author
Abstract
This article examines how peer communication among adolescents (1416 years) affects the evaluation of social advertising (i.e. targeted ad that adopts the social proof heuristic by using an individuals social ties as endorsers for a brand) on social networking sites (SNSs). More precisely, the focus lies on how engaging in online peer chatting on these social platforms alters persuasion knowledge and attitude towards the ad. In order to test this, two between-subjects experiments were conducted in which adolescents chatted with peers on a mock SNS that contained a social ad. In Experiment 1, results reveal that a social ad generates a more positive attitude among adolescents when they have engaged in online peer communication, and at the same time, triggers less persuasion knowledge. In Experiment 2, the depth of the relationship between the chatters (tie strength) plays a significant moderating role as peer communication with strong ties yields greater effects, compared to communication with weak ties. These findings reveal important social influence dynamics that may alter the elaboration of persuasive communication, leading to valuable theoretical and practical implications.
Language
English
Source (journal)
Behaviour and information technology. - London
Publication
London : 2018
ISSN
0144-929X
Volume/pages
37 :5 (2018) , p. 502-516
ISI
000430498500006
Full text (Publisher's DOI)
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 12.04.2018
Last edited 21.08.2021
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