Published in

Emerald, Young Consumers, 2019

DOI: 10.1108/yc-10-2018-0864

Links

Tools

Export citation

Search in Google Scholar

Personalized and cued advertising aimed at children

Journal article published in 2019 by Kristien Daems, Freya De Keyzer ORCID, Patrick De Pelsmacker, Ingrid Moons
This paper is available in a repository.
This paper is available in a repository.

Full text: Download

Green circle
Preprint: archiving allowed
Green circle
Postprint: archiving allowed
Red circle
Published version: archiving forbidden
Data provided by SHERPA/RoMEO

Abstract

The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention.,A 2 (personalized ad vs non-personalized ad) × 2 (advertising cue vs no advertising cue) between-subjects design was tested among 167 Belgian children aged 9-13 by means of an in-class online experiment.,Personalization combined with an advertising cue increases the awareness of selling intent but influences neither Aad nor WOM intention. Awareness of selling intent does not affect WOM intention. Personalization does not increase Aad. Aad has a positive effect on WOM intention.,Implementing a clear advertising cue enhances children’s awareness of selling intent of personalized advertising but does not affect behavioral intention. Public policy, the advertising community and the educational system should take these insights into account when developing regulations, ethical advertisements and educational packages to improve children’s understanding and responses to contemporary advertising formats.,The study is the first one to investigate the joint effect of advertising personalization and an advertising cue on awareness of selling intent and on evaluative and behavioral responses of children. Additionally, the role of Aad and awareness of selling intent for the development of WOM intention is explored.