Campus Units
Marketing
Document Type
Article
Publication Version
Accepted Manuscript
Publication Date
6-30-2020
Journal or Book Title
Journal of Advertising
DOI
10.1080/00913367.2020.1770639
Abstract
In this article, we first compare adolescents’ responses to two formats (easily recognizable versus not easily recognizable) Internet ads. We find that Internet literacy and ad skepticism are necessary for adolescents to effectively apply persuasion knowledge to identify both ad formats. Second, we demonstrate that parental mediation and parents’ levels of Internet skills are critical for children’s development of Internet literacy. As a result, this article advances our understanding of adolescents’ responses to different Internet ad formats and the influential role of parental mediation in facilitating children’s development of such skills.
Copyright Owner
Taylor & Francis Online
Copyright Date
2020
Language
en
File Format
application/pdf
Recommended Citation
Vijayalakshmi, Akshaya; Lin, Meng-Hsien (Jenny); and Laczniak, Russell N., "Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy, and Parental Mediation" (2020). Marketing Publications. 5.
https://lib.dr.iastate.edu/marketing_pubs/5
Included in
Advertising and Promotion Management Commons, Marketing Commons, Sales and Merchandising Commons, Technology and Innovation Commons
Comments
Lin, Jenny, Akshaya Vijayalakshmi and Russell N. Laczniak, “Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy and Parental Mediation,” Journal of Advertising. June 2020; 10.1080/00913367.2020.1770639. Posted with permission.