Publication
Title
"Everything under control?" : privacy control salience influences both critical processing and perceived persuasiveness of targeted advertising among adolescents
Author
Abstract
Given that adolescents continuously interact with the user interface of a social networking site, it might be a strategic place to address privacy-related issues. This study investigates whether and how privacy control features embedded in Facebooks user interface could serve as a cue to influence adolescents in their critical processing and perceived persuasiveness of targeted advertisements. To test this, an experimental study among 178 adolescents aged 14-16 years was conducted. Results reveal that increasing privacy control salience by means of user interface elements leads to more critical processing of targeted advertising; at the same time, when adolescents perceive a higher privacy control, they also evaluate a targeted ad as more effective, convincing and reliable (i.e., increase in perceived persuasiveness). The study further identifies two underlying mechanisms by which these effects operate: perceived control and self-efficacy. Based on these findings, theoretical contributions and practical implications are discussed to optimize advertising campaigns on social networking sites in a responsible and privacy-protective way.
Language
English
Source (journal)
Cyberpsychology: journal of psychosocial research on cyberpspace. - Brno
Cyberpsychology: journal of psychosocial research on cyberpspace. - Brno
Publication
Brno : 2018
ISSN
1802-7962
Volume/pages
12 :1 (2018) , p. 1-19
Article Reference
UNSP 5
ISI
000439834200005
Medium
E-only publicatie
Full text (Publisher's DOI)
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Project info
AdLit : Advertising Literacy in a New Media Environment : Investigating Minor's Persuasion Knowledge in Relation to New Advertising Formats.
BOF Sabbatical Leave - Michel Walrave.
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 26.07.2018
Last edited 20.09.2021
To cite this reference