Specificities Introduced by Mobile Phones in the Relationship Between Children and Commercial Content

Beatriz Feijoo 1 * , Charo Sádaba 2
More Detail
1 School of Business and Communication, Universidad Internacional de la Rioja, Logroño, La Rioja, SPAIN
2 Media Management Department, School of Communication, Universidad de Navarra, Pamplona, Navarra, SPAIN
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 12, Issue 4, Article No: e202227. https://doi.org/10.30935/ojcmt/12338
OPEN ACCESS   1696 Views   987 Downloads   Published online: 11 Aug 2022
Download Full Text (PDF)

ABSTRACT

This article explores the specificities of the relationship between children and the advertising to which they are exposed through their cell phones, and reports on a mixed methodology study conducted in the metropolitan area of Santiago de Chile. The study aims to learn about children’s predisposition, interaction, and perceptions with regards to mobile advertising. Most significant is the finding that this young generation (10-14 years old) identify commercial messages with which they claim low levels of interaction. Regarding interaction, the ads which most likely attract minors’ attention are placed on social networks, are presented in formats which provide some value (in terms of information or entertainment) and are for on products of interest to the audience studied. Finally, for many minors advertising eminently belongs to the digital world and their perceptions may not be transferable to traditional media.
Keywords: advertising, mobile phone, children, mixed method, attitude, entertainment

CITATION

Feijoo, B., & Sádaba, C. (2022). Specificities Introduced by Mobile Phones in the Relationship Between Children and Commercial Content. Online Journal of Communication and Media Technologies, 12(4), e202227. https://doi.org/10.30935/ojcmt/12338

REFERENCES

  • Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research: International student version. John Wiley & Sons.
  • An, S., & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising, 33(3), 509-532. https://doi.org/10.2501/IJA-33-3-509-532
  • An, S., Jin, H. S., & Park, E. H. (2014). Children’s advertising literacy for advergames: Perception of the game as advertising. Journal of Advertising, 43(1), 63-72. https://doi.org/10.1080/00913367.2013.795123
  • Andersen, L. P., Tufte, B., Rasmussen, J., & Chan, K. (2008). The Tweens Market and responses to advertising in Denmark and Hong Kong. Young Consumers, 9(3), 189-200. https://doi.org/10.1108/17473610810901624
  • Boyd, D. (2014). It’s complicated: The social lives of networked teens. Yale University Press.
  • Burroughs, B. (2017). YouTube kids: The app economy and mobile parenting. Social Media+Society, 3(2). https://doi.org/10.1177/2056305117707189
  • Cabello, P., Claro, M., Rojas, R., & Trucco, M. (2020). Children’s and adolescents’ digital access in Chile: The role of digital access modalities in digital uses and skills. Journal of Children and Media, 1-19. https://doi.org/10.1080/17482798.2020.1744176
  • Castelló-Martínez, A., & Tur-Viñes, V. (2020). Obesity and food-related content aimed at children on YouTube. Clinical Obesity, 10, e12389. https://doi.org/10.1111/cob.12389
  • Charles, S. T., & Carstensen, L. L. (2010). Social and emotional aging. Annual Review of Psychology, 61, 383-409. https://doi.org/10.1146/annurev.psych.093008.100448
  • Chen, M. C., Anderson, J. R., & Sohn, M. H. (2001, March). What can a mouse cursor tell us more? Correlation of eye/mouse movements on web browsing. In Proceedings of the CHI’01 Extended Abstracts on Human Factors in Computing Systems (pp. 281-282). https://doi.org/10.1145/634067.634234
  • Chen, Y., Zhu, S., Xu, H., & Zhou, Y. (2013). Children’s exposure to mobile in-app advertising: An analysis of content appropriateness. In Proceedings of the 2013 International Conference on Social Computing (pp.196-203). https://doi.org/10.1109/SocialCom.2013.36
  • De Jans, S., Van de Sompel, D., Hudders, L., & Cauberghe, V. (2017). Advertising targeting young children: An overview of 10 year of research (2006-2016). International Journal of Advertising, 38(2), 1-34. https://doi.org/10.1080/02650487.2017.1411056
  • Del Moral, M., Villalustre, L., & Neira, M. R. (2016). Estrategias publicitarias para jóvenes: Advergaming, redes sociales y realidad aumentada [Advertising strategies for young people: Advergaming, social networks and augmented reality]. Revista Mediterránea de Comunicación [Mediterranean Journal of Communication], 7(1), 47-62. https://doi.org/10.14198/MEDCOM2016.7.1.3
  • Duffett, R. G. (2015). The influence of Facebook advertising on cognitive attitudes amid generation Y. Electronic Commerce Research, 15(2), 243- 267. https://doi.org/10.1007/s10660-015-9177-4
  • Feijoo, B., & García, A. (2019). Children attitude faced with the advertising they receive through their mobile devices. adComunica [adCommunicates], 18, 199-218. https://doi.org/10.6035/2174-0992.2019.18.10
  • Feijoo, B., & Sádaba, C. (2020). Is my kid that naive? Parents’ perceptions of their children’s attitudes towards advertising on smartphones in Chile. Journal of Children and Media. https://doi.org/10.1080/17482798.2020.1866626
  • Feijoo, B., & Sádaba, C. (2021). The relationship of Chilean minors with brands and influencers on social networks. Sustainability, 13(5), 2822. https://doi.org/10.3390/su13052822
  • Feijoo, B., Sádaba, C., & Bugueño, S. (2020a). Expert or naive level? Detection and confidence by children of the advertising they receive through their mobile devices. User profiles. Zer, 25(48), 231-248. https://doi.org/10.1387/zer.21520
  • Feijoo, B., Sádaba, C., & Bugueño, S. (2020b). Anuncios entre vídeos, juegos y fotos. Impacto publicitario que recibe el menor a través del teléfono móvil [Ads between videos, games and photos. Advertising impact received by the minor through the mobile phone]. Profesional de la Información [Information Professional], 29, e290630. https://doi.org/10.3145/epi.2020.nov.30
  • Feng, X., Fu, S., & Qin, J. (2016). Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations. Computers in Human Behavior, 63, 334-341. https://doi.org/10.1016/j.chb.2016.05.024
  • Gao, T. T., Rohm, A. J., Sultan, F., & Pagani, M. (2013). Consumers untethered: A three-market empirical study of consumers’ mobile mar- keting acceptance. Journal of Business Research, 66(12), 2536-2544. https://doi.org/10.1016/j.jbusres.2013.05.046
  • Gao, T., Rohm, A. J., Sultan, F., & Huang, S. (2012). Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China. Thunderbird International Business Review, 54(2), 211-224. https://doi.org/10.1002/tie.21452
  • Greenberg, A. S. (2012). The role of visual attention in internet advertising: Eleven questions and a score of answers. Journal of Advertising Research, 52(4), 400-404. https://doi.org/10.2501/JAR-52-4-400-404
  • Hofer, M., Allemand, M., & Martin, M. (2014). Age differences in nonhedonic entertainment experiences. Journal of Communication, 64(1), 61-81. https://doi.org/10.1111/jcom.12074
  • Huang, J., White, R. W., & Dumais, S. (2011, May). No clicks, no problem: Using cursor movements to understand and improve search. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 1225-1234). https://doi.org/10.1145/1978942.1979125
  • IAB Spain. (2018). Nuevos estándares de formatos publicitarios [New standards of advertising formats]. https://iabspain.es/wp-content/uploads/2018/12/iab-spain_nuevos-estndares-de-publicidad-digital_v1_comentarios-pblicos.pdf
  • IAB Spain. (2021). Estudio de redes sociales 2021 [Social media study 2021]. https://iabspain.es/estudio/estudio-de-redes-sociales-2021/
  • Ito, M., Baumer, S., Bittanti, M., Boyd, D., Cody, R., Stephenson, B. H., Horst, H. A, Lange, P. G., Mahendran, D., Martínez, K. Z., Pascoe, C. J., Perkel, D., Robinson, L., Sims, C., & Tripp, L. (2010). Hanging out, messing around, and geeking out: Kids living and learning with new media. The MIT Press. https://doi.org/10.7551/mitpress/8402.001.0001
  • Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile Internet. Telematics and Informatics, 32(2), 355-366. https://doi.org/10.1016/j.tele.2014.10.001
  • Jebarajakirthy, C., Maseeh, H. I., Morshed, Z., Shankar, A., Arli, D., & Pentecost, R. (2021). Mobile advertising: A systematic literature review and future research agenda. International Journal of Consumer Studies, 1-34. https://doi.org/10.1111/ijcs.12728
  • Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6), 1011-1036. https://doi.org/10.1108/IMDS-06-2016-0229
  • Lin, H., & Chen, Z. (2015). Influence of SMS advertising on consumer behavioral intention. Journal of Organizational and End User Computing, 27(4), 25-42. https://doi.org/10.4018/JOEUC.2015100102
  • Livingstone, S., Kirwil, L., Ponte, C., & Staksrud, E. (2014). In their own words: What bothers children online? European Journal of Communication, 29(3), 271-288. https://doi.org/10.1177/0267323114521045
  • Mansour, D., & Fathelrahman, I. H. (2012). Factors affecting consumers’ intention to accept mobile advertising in Sudan. Khartoum University Journal of Management Studies, 5(1), 122-141. https://ssrn.com/abstract=3389271
  • Martínez, C. (2019). The struggles of everyday life: How children view and engage with advertising in mobile games. Convergence, 25(5-6), 848-867. https://doi.org/10.1177/1354856517743665
  • Martínez, C., Jarlbro, G., & Sandberg, H. (2013). Children’s views and practices regarding online advertising. Nordicom Review, 34(2), 107-122. https://doi.org/10.2478/nor-2013-0057
  • Martí-Parreño, J., Sanz-Blas, S., Ruiz-Mafé, C., & Aldás-Manzano, J. (2013). Key factors of teenagers’ mobile advertising acceptance. Industrial Management & Data Systems, 113(5), 732-749. https://doi.org/10.1108/02635571311324179
  • Martí-Pellón, D., & Saunders, P. (2015). Children’s exposure to advertising on games sites in Brazil and Spain. Comunicar [Communicate], 45, 169-177. https://doi.org/10.3916/C45-2015-18
  • Mascheroni, G., & Ólafsson, K. (2014). Net children go mobile: Risks and opportunities. Educatt. https://netchildrengomobile.eu/ncgm/wp-content/uploads/2013/07/DEF_NCGM_SecondEdition_Report.pdf
  • Maseeh, H. I., Jebarajakirthy, C., Pentecost, R., Ashaduzzaman, M., Arli, D., & Weaven, S. (2021). A meta-analytic review of mobile advertising research. Journal of Business Research, 136, 33-51. https://doi.org/10.1016/j.jbusres.2021.06.022.
  • Nairn, A., & Fine, C. (2008). Who’s messing with my mind? The implications of dual-process models for the ethics of advertising to children. International Journal of Advertising, 27(3), 447-470. https://doi.org/10.2501/S0265048708080062
  • Núñez-Gómez, P., Sánchez-Herrera, J., & Pintado-Blanco, T. (2020). Children’s engagement with brands: From social media consumption to brand preference and loyalty. Sustainability, 12(22), 9337. https://doi.org/10.3390/su12229337
  • O’Dea, S. (2021). Penetration rate of smartphones in selected countries 2020. Statista. https://www.statista.com/statistics/539395/smartphone-penetration-worldwide-by-country/
  • Pires, F., Masanet, M. J., & Scolari, C. (2019). What are teens doing with YouTube? Practices, uses and metaphors of the most popular audio-visual platform. Information, Communication & Society. https://doi.org/10.1080/1369118X.2019.1672766
  • Raines, C. (2013). In-app mobile advertising: Investigating consumer attitudes towards pull-based mobile advertising amongst young adults in the UK. Journal of Promotional Communications, 1(1), 125-148.
  • Sandberg, H. (2011). Tiger talk and candy king: Marketing of unhealthy food and beverages to Swedish children. Communications, European Journal of Communication Research, 36(2), 217-244. https://doi.org/10.1515/comm.2011.011
  • Shaheen, M., Lodhi, R. N., Mahmood, Z., & Abid, H. (2017). Factors influencing consumers’ attitude, intention and behavior towards short message service-based mobile advertising in Pakistan. IUP Journal of Brand Management, 14(1).
  • Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising–a comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21-32. https://doi.org/10.1016/j.intmar.2011.07.002
  • Subtel. (2020). Informe semestral del sector telecomunicaciones–Primer semestre 2020 [Semiannual report of the telecommunications sector–First semester 2020]. https://bit.ly/3sCkIav
  • Tashakkori, A., & Teddlie, C. (2010). Handbook of mixed methods in social & behavioral research. SAGE. https://doi.org/10.4135/9781506335193
  • Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. https://doi.org/10.1080/00913367.2013.774610
  • Tsang, M., Ho, S., & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.1080/10864415.2004.11044301
  • Wang, B., Kim, S., & Malthouse, E. (2016). Branded apps and mobile platforms as new tools for advertising in the new advertising: Branding, content, and consumer relationships. In R. Brown, V. Jones, Valerie, & B. Ming-Wang (Eds.). Data-driven social media era (pp. 1-40). Praeger. https://doi.org/10.13140/RG.2.1.3744.3042