Adolescents' perceptions of the credibility of informational content on fitness and dietary supplements : The impact of banner and native advertising

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14230%2F24%3A00139666" target="_blank" >RIV/00216224:14230/24:00139666 - isvavai.cz</a>

Výsledek na webu

<a href="https://onlinelibrary.wiley.com/doi/epdf/10.1002/jad.12394" target="_blank" >https://onlinelibrary.wiley.com/doi/epdf/10.1002/jad.12394</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1002/jad.12394" target="_blank" >10.1002/jad.12394</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Adolescents' perceptions of the credibility of informational content on fitness and dietary supplements : The impact of banner and native advertising

Popis výsledku v původním jazyce

Introduction The assessment of online health-related information presents a significant challenge for today's youth. Using the Processing of Commercial Media Content (PCMC) model, we investigated the impact of advertising on the perceived credibility of informational content concerning fitness (in boys) and dietary supplements (in girls). Methods In a survey-based preregistered experiment, 681 Czech adolescents (aged 13-18, 52% girls) were randomly assigned to three groups and exposed to websites with a banner ad, a native ad, or simple informational text without an ad. Results The presence of ads on websites diminishes the perceived credibility of informational content. While we did not observe the difference between banner and native advertising, we found one gender-specific difference. Specifically, boys perceive informational content linked with native ads as more credible compared to girls. Additionally, no difference was found between younger and older adolescents. Adolescents demonstrated success in identifying both types of advertisements, irrespective of their age. Conclusions The findings are discussed in light of individual differences and various approaches to processing online content. It appears that adolescents are accustomed to native advertising, which seamlessly integrates with traditional banner ads. Moreover, it is plausible that boys assess advertising texts more heuristically and less systematically than girls. Contrary to PCMC expectations, even younger adolescents seem to possess sufficient skills to identify the advertisements.

Název v anglickém jazyce

Adolescents' perceptions of the credibility of informational content on fitness and dietary supplements : The impact of banner and native advertising

Popis výsledku anglicky

Introduction The assessment of online health-related information presents a significant challenge for today's youth. Using the Processing of Commercial Media Content (PCMC) model, we investigated the impact of advertising on the perceived credibility of informational content concerning fitness (in boys) and dietary supplements (in girls). Methods In a survey-based preregistered experiment, 681 Czech adolescents (aged 13-18, 52% girls) were randomly assigned to three groups and exposed to websites with a banner ad, a native ad, or simple informational text without an ad. Results The presence of ads on websites diminishes the perceived credibility of informational content. While we did not observe the difference between banner and native advertising, we found one gender-specific difference. Specifically, boys perceive informational content linked with native ads as more credible compared to girls. Additionally, no difference was found between younger and older adolescents. Adolescents demonstrated success in identifying both types of advertisements, irrespective of their age. Conclusions The findings are discussed in light of individual differences and various approaches to processing online content. It appears that adolescents are accustomed to native advertising, which seamlessly integrates with traditional banner ads. Moreover, it is plausible that boys assess advertising texts more heuristically and less systematically than girls. Contrary to PCMC expectations, even younger adolescents seem to possess sufficient skills to identify the advertisements.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

<a href="/cs/project/GX19-27828X" target="_blank" >GX19-27828X: Pohled do budoucnosti: Porozumění vlivu technologií na “well-being” adolescentů</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Journal of Adolescence

ISSN

0140-1971

e-ISSN

1095-9254

Svazek periodika

96

Číslo periodika v rámci svazku

8

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

13

Strana od-do

1956-1968

Kód UT WoS článku

001294846600001

EID výsledku v databázi Scopus

2-s2.0-85201684143