Gráinne Murphy et al., “See, Like, Share, Remember: Adolescents’ Responses to Unhealthy-, Healthy- and Non-Food Advertising in Social Media”. International Journal of Environmental Research and Public Health, No. 17 (2020) doi.org/10.3390/ijerph17072181 [available on the Internet at <https://www.mdpi.com/1660-4601/17/7/2181> (last accessed on 2 April 2020)].
Media-saturated digital environments seek to influence social media users’ behaviour, including through marketing. The World Health Organization has identified food marketing, including advertising for unhealthy items, as detrimental to health, and in many countries, regulation restricts such marketing and advertising to younger children. Yet regulation rarely addresses adolescents and few studies have examined their responses to social media advertising. In two studies, we examined adolescents’ attention, memory and social responses to advertising posts, including interactions between product types and source of posts. We hypothesized adolescents would respond more positively to unhealthy food advertising compared to healthy food or non-food advertising, and more positively to ads shared by peers or celebrities than to ads shared by a brand. Outcomes measured were (1a) social responses (likelihood to ‘share’, attitude to peer); (1b) brand memory (recall, recognition) and (2) attention (eye-tracking fixation duration and count). Participants were 151 adolescent social media users (Study 1: n = 72; 13–14 years; M = 13.56 years, SD = 0.5; Study 2: n = 79, 13–17 years, M = 15.37 years, SD = 1.351). They viewed 36 fictitious Facebook profile feeds created to show age-typical content. In a 3 × 3 factorial design, each contained an advertising post that varied by content (healthy/unhealthy/non-food) and source (peer/celebrity/company). Generalised linear mixed models showed that advertisements for unhealthy food evoked significantly more positive responses, compared to non-food and healthy food, on 5 of 6 measures: adolescents were more likely to wish to ‘share’ unhealthy posts; rated peers more positively when they had unhealthy posts in their feeds; recalled and recognised a greater number of unhealthy food brands; and viewed unhealthy advertising posts for longer. Interactions with sources (peers, celebrities and companies) were more complex but also favoured unhealthy food advertising. Implications are that regulation of unhealthy food advertising should address adolescents and digital media.
S. Sivaneshwaran and N. Bala Bhuvaneswari, “A Study on Television Advertisements and Its Impact on Children’s Buying Behaviour", Our Heritage, Vol. 68 No. 30 (2020) 3561-3568 available on the Internet at https://app.box.com/s/ug64my4x2i9a4zlkg80f6j0s9j3q705z> (last accessed on 18 February 2020)].
In today’s world advertisement plays an important role in influencing customers buying behaviour for products and services. Every company wants to achieve the highest market share. For this purpose, companies use different ways to attract customers of different segments in the best and in a sustainable manner to become the market leader. In this challenging environment, companies are in a position to promote its products in such a way that it gets more loyal customers. They are focusing on the niche of children for marketing their products because they are the ones who are easily attracted by advertisements and are influenced to buy the advertised products. There are various ways in which a company promotes its products. One such way adopted for promotion is ‘Television advertisements’. This paper has made an attempt to study the impact of television advertisements on the buying behaviour of children and how companies can promote their products in an environmental-friendly manner, focusing on children in relation to it.
J. M. Martínez Otero, "Nuevas formas de publicidad encubierta en las plataformas digitales de Internet", Revista de Derecho Mercantil, No. 314 (2019) 223-264 https://app.box.com/s/lyvlxqh6yqemnr3fknitfvrcs0hyqdhx> (last accessed on 13 February 2020)].available on the Internet at <
Last updated: 24 April 2020