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.

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.

Copyright Owner

Taylor & Francis Online

Language

en

File Format

application/pdf

Available for download on Thursday, December 30, 2021

Published Version

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