Search Results - subject:"Advertising literacy"

How intervention can empower children as consumers in dealing with advertising

Mar Pàmies, Maria del; Ryan, Gerard; … - In: International journal of consumer studies 40 (2016) 5, pp. 601-609

Persistent link: https://www.econbiz.de/10011620133

Young consumers’ brand communications literacy in a social networking site context

Lawlor, Margaret-Anne; Dunne, Áine; Rowley, Jennifer - In: European Journal of Marketing 50 (2016) 11, pp. 2018-2040

literacy is “fit for purpose” in an online context. Originality/value The authors propose an alternative to the advertising … the context of online social networking sites. This paper aims to seek to explore the nature and extent of advertising … literacy among young consumers in the context of their use of social networking sites, namely, Facebook and Bebo. Design …

Persistent link: https://www.econbiz.de/10014723963

Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness

Jurca, Maria Alina; Madlberger, Maria - In: Journal of marketing communications 21 (2015) 1, pp. 48-64

Persistent link: https://www.econbiz.de/10010514622

The relationship of persuasion knowledge, identification of commercial intent and persuasion outcomes in advergames : the role of media context and presence

Waiguny, Martin K. J.; Nelson, Michelle R.; Terlutter, Ralf - In: Journal of consumer policy : consumer issues in law, … 37 (2014) 2, pp. 257-277

Persistent link: https://www.econbiz.de/10010479067

The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence

Waiguny, Martin; Nelson, Michelle; Terlutter, Ralf - In: Journal of Consumer Policy 37 (2014) 2, pp. 257-277

Across two studies, the authors investigate the extent to which children’s persuasion knowledge of an advertising tactic (advergame and TV commercial) and their level of engagement with the medium (presence) influence their identification of commercial content and persuasion outcomes. In line...

Persistent link: https://www.econbiz.de/10010988667