Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Young Consumers’ Brand Communications Literacy In A Social Networking Site Context, Margaret-Anne Lawlor, Aine Dunne, Jennifer Rowley
Young Consumers’ Brand Communications Literacy In A Social Networking Site Context, Margaret-Anne Lawlor, Aine Dunne, Jennifer Rowley
Articles
Purpose - Whilst 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 (SNS). This paper seeks to explore the nature and extent of advertising literacy amongst young consumers in the context of their use of SNS, namely Facebook and Bebo.
Design/methodology/approach - A three-stage study was conducted with 12-14 year old girls, using focus group discussions, participant observation and in-depth interviews.
Findings - The study illustrates that the increasingly blurred …