On primary school pupils’ comprehension of visual-verbal narratives in influencer marketing

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23420%2F25%3A43977251" target="_blank" >RIV/49777513:23420/25:43977251 - isvavai.cz</a>

Result on the web

<a href="https://www.unipo.sk/pedagogicka-fakulta/cislo-22025" target="_blank" >https://www.unipo.sk/pedagogicka-fakulta/cislo-22025</a>

DOI - Digital Object Identifier

—

Result language

angličtina

Original language name

On primary school pupils’ comprehension of visual-verbal narratives in influencer marketing

Original language description

The study explores the issue of primary school pupils’ comprehension of visual-verbal narrative messages with a primarily persuasive function, focusing specifically on influencer-generated content shared on social media. The aim was to determine whether 11-year-old pupils can recognize the advertising character of such multimodal messages and to what extent they understand their communicative function. The study builds on current research into influencer marketing and its effects on child audiences and considers the topic’s grounding in the revised Czech national curriculum for basic education. A questionnaire survey was conducted with 34 fifth-grade pupils, who were presented with five authentic screenshots from YouTube and Instagram. The pupils answered a series of open and closed questions. The findings reveal that the pupils are more likely to recognize advertising for tangible products than the persuasive nature of messages based on storytelling and emotional appeal. The lowest success rate in identifying commercial intent occurred with messages that combined narrative structure, personal experience, and emotive elements. The study highlights the need for systematic didactic approaches to this type of content and calls for its integration into the educational process of future teachers.

Czech name

—

Czech description

—

Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

—

OECD FORD branch

50301 - Education, general; including training, pedagogy, didactics [and education systems]

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

O dieťati, jazyku, literatúre

ISSN

1339-3200

e-ISSN

2729-8639

Volume of the periodical

13

Issue of the periodical within the volume

2

Country of publishing house

SK - SLOVAKIA

Number of pages

15

Pages from-to

25-39

UT code for WoS article

—

EID of the result in the Scopus database

—