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Article
Publication date: 14 November 2016

Margaret-Anne Lawlor, Áine Dunne and Jennifer Rowley

While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the…

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Abstract

Purpose

While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in 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/methodology/approach

A three-stage study was conducted with 12 to 14-year-old girls, using focus group discussions, participant observation and in-depth interviews.

Findings

The study illustrates that the increasingly blurred line between online advertising and other forms of online brand-related content is militating against the development of advertising and marketing literacy in young consumers. A key issue which is discussed is the extent to which the traditional conceptualisation of advertising literacy is “fit for purpose” in an online context.

Originality/value

The authors propose an alternative to the advertising literacy concept, namely, the Online Brand Communications literacy framework. This framework recognises the convergence of traditional online advertising and other forms of online brand content and also acknowledges that the messaging around a brand may originate from the brand owner in a variety of overt and covert forms. Equally, online consumers may also act as brand promoters when they engage in brand-related word-of-mouth.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 26 March 2010

Áine Dunne, Margaret‐Anne Lawlor and Jennifer Rowley

The purpose of this paper is to explore why young people use and participate in social networking sites (SNSs) with specific reference to Bebo.

13375

Abstract

Purpose

The purpose of this paper is to explore why young people use and participate in social networking sites (SNSs) with specific reference to Bebo.

Design/methodology/approach

A qualitative approach is employed in this paper with a view to exploring the uses and gratifications (U and G) that girls aged 12‐14 years, both seek and obtain from the Bebo SNS. The research is conducted in a school setting in Ireland.

Findings

The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain identity and persona in a social context. Furthermore, the relatively impersonal nature of the online environment is seen to especially facilitate the young participants in negotiating the practicalities and difficulties that can arise offline, in terms of forging identities and managing relationships.

Originality/value

U and G theory has attracted criticism in terms of a perceived limitation that it only serves to offer lists of reasons as to why audiences attend to the media, and furthermore, a perception that much of the extant U and G research has desisted from discerning between gratifications sought (GS) and gratifications obtained (GO). This paper affirms the appropriateness of the U and G theoretical approach in the context of online research. The authors conclude that SNS such as Bebo facilitate the participants in this paper in executing personal aims (for example, identity creation and management) with a view to obtaining certain gratifications (for example, peer acceptance). Therefore, a clear distinction but inextricable link is demonstrated between the GS and GO from participating in SNS.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 2040-7122

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Available. Content available
Article
Publication date: 26 March 2010

Sally Harridge-March

474

Abstract

Details

Journal of Research in Interactive Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 2040-7122

Available. Content available
Book part
Publication date: 17 January 2025

Lee Barron

Abstract

Details

The Anthropocene and Popular Culture
Type: Book
ISBN: 978-1-83549-187-4

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