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Article
Publication date: 17 August 2020

Brahim Zarouali, Valerie Verdoodt, Michel Walrave, Karolien Poels, Koen Ponnet and Eva Lievens

This study aims to investigate the development of adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertisements on social…

Abstract

Purpose

This study aims to investigate the development of adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertisements on social networking sites (SNSs).

Design/methodology/approach

A survey was conducted among 374 adolescents between 12 and 17 years of age, and 469 young adults (18–25 years) served as a comparative benchmark.

Findings

Results indicate that advertising literacy increases progressively throughout adolescence, and reaches adult-like levels only by the age of 16. In addition, adolescents have an inadequate awareness of commercial data collection practices. This awareness slowly increases as a function of their age until it reaches an adult level around the age of 20. Finally, findings reveal that adolescents take little action to cope with targeted advertisements by means of privacy protection strategies.

Practical implications

This paper devotes much attention to the formulation of specific recommendations for EU policymakers and regulatory bodies. In addition, it also holds implications for advertisers (e.g. the need for more in-depth data protection impact assessments), social media providers (e.g. adolescent-friendly privacy policy) and social caretakers (e.g. achieving advertising literacy and privacy education).

Originality/value

This paper fulfills the need to investigate adolescents’ advertising literacy and privacy-protective behaviors on SNSs, and, in turn, directly translates these insights into recommendations that can underpin the rationale of regulatory or policy decisions on a European level.

Details

Young Consumers, vol. 21 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 11 February 2022

Brahim Zarouali, Sophie C. Boerman, Hilde A.M. Voorveld and Guda van Noort

The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role of algorithms in persuasive communication: the algorithmic

Abstract

Purpose

The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role of algorithms in persuasive communication: the algorithmic persuasion framework (APF).

Design/methodology/approach

In this increasingly data-driven media landscape, algorithms play an important role in the consumption of online content. This paper presents a novel conceptual framework to investigate algorithm-mediated persuasion processes and their effects on online communication.

Findings

The APF consists of five conceptual components: input, algorithm, persuasion attempt, persuasion process and persuasion effects. In short, it addresses how data variables are inputs for different algorithmic techniques and algorithmic objectives, which influence the manifestations of algorithm-mediated persuasion attempts, informing how such attempts are processed and their intended and unintended persuasive effects.

Originality/value

The paper guides future research by addressing key elements in the framework and the relationship between them, proposing a research agenda (with specific research questions and hypotheses) and discussing methodological challenges and opportunities for the future investigation of the framework.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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