Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames
Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames
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DOI：
10.1002/cb.1822
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发表时间：
2020-09-01
影响因子：
4.3
通讯作者：
Rozendaal, Esther
中科院分区：
文献类型：
--
作者：
van Berlo, Zeph M. C.;van Reijmersdal, Eva A.;Rozendaal, Esther
许多青少年离不开他们的智能手机，他们经常面临着隐蔽的类似移动的广告游戏。本研究探讨了品牌熟悉度和智能手机依恋在青少年广告游戏商业意图识别能力中的作用。此外，它认为潜在的间接影响品牌熟悉度和智能手机依恋的敏感性的年轻消费者的移动的广告游戏。本研究以98名被试为被试，通过实验验证了品牌熟悉度对广告游戏对广告游戏商业意图认知的调节作用。此外，智能手机附件被发现有助于识别广告游戏的商业意图，例如，经历较高水平的智能手机附件（与较低水平相比）的青少年能够更好地区分广告游戏和非商业游戏（没有广告的游戏）。有趣的是，没有发现智能手机依恋和品牌反应之间的联系，这表明智能手机依恋并不影响青少年对广告信息的依从性。
Many adolescents are inseparable from their smartphones on which they are often confronted with covert advertising-like mobile advergames. This study explores the roles of brand familiarity and smartphone attachment in adolescents' abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames. An experiment (N= 98) was conducted, which showed that brand familiarity moderates the effect of playing advergames on the recognition of the commercial intent of advergames. Furthermore, smartphone attachment was found to facilitate the recognition of the commercial intent of advergames, such that adolescents who experienced higher levels of smartphone attachment (when compared to lower levels) were better able to differentiate between advergames and non-commercial games (games without advertising). Interestingly, no association between smartphone attachment and brand responses were found-suggesting that smartphone attachment did not affect adolescents' compliance with the advertised message.