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Young adolescents and advertising on social network games: a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention

Ini Vanwesenbeeck (UGent) , Michel Walrave and Koen Ponnet (UGent)
(2016) JOURNAL OF ADVERTISING. 45(2). p.183-197
Author
Organization
Abstract
This study tested a model in which perceived parental media mediation in social network games (SNGs) was related to adolescents' conceptual and attitudinal advertising literacies, both of which were in turn related to purchase request intention. The 780 participants, aged between 10 and 14 years, watched a video clip of SNG Habbo that included a commercial message and then completed a questionnaire. Perceived autonomy-supportive restrictive media mediation was found to be positively associated with understanding selling intention. Perceived autonomy-supportive active media mediation was positively related to understanding persuasive intention. Understanding persuasive intention was positively related to purchase request intention.
Keywords
CONSUMER-SOCIALIZATION, SELF-DETERMINATION THEORY, PERSUASION KNOWLEDGE, CHILDREN, ADVERGAMES, RESPONSES, COMMUNICATION, PERSPECTIVE, INVOLVEMENT, ATTITUDES

Citation

Please use this url to cite or link to this publication:

MLA
Vanwesenbeeck, Ini, et al. “Young Adolescents and Advertising on Social Network Games: A Structural Equation Model of Perceived Parental Media Mediation, Advertising Literacy, and Behavioral Intention.” JOURNAL OF ADVERTISING, vol. 45, no. 2, 2016, pp. 183–97, doi:10.1080/00913367.2015.1123125.
APA
Vanwesenbeeck, I., Walrave, M., & Ponnet, K. (2016). Young adolescents and advertising on social network games: a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention. JOURNAL OF ADVERTISING, 45(2), 183–197. https://doi.org/10.1080/00913367.2015.1123125
Chicago author-date
Vanwesenbeeck, Ini, Michel Walrave, and Koen Ponnet. 2016. “Young Adolescents and Advertising on Social Network Games: A Structural Equation Model of Perceived Parental Media Mediation, Advertising Literacy, and Behavioral Intention.” JOURNAL OF ADVERTISING 45 (2): 183–97. https://doi.org/10.1080/00913367.2015.1123125.
Chicago author-date (all authors)
Vanwesenbeeck, Ini, Michel Walrave, and Koen Ponnet. 2016. “Young Adolescents and Advertising on Social Network Games: A Structural Equation Model of Perceived Parental Media Mediation, Advertising Literacy, and Behavioral Intention.” JOURNAL OF ADVERTISING 45 (2): 183–197. doi:10.1080/00913367.2015.1123125.
Vancouver
1.
Vanwesenbeeck I, Walrave M, Ponnet K. Young adolescents and advertising on social network games: a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention. JOURNAL OF ADVERTISING. 2016;45(2):183–97.
IEEE
[1]
I. Vanwesenbeeck, M. Walrave, and K. Ponnet, “Young adolescents and advertising on social network games: a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention,” JOURNAL OF ADVERTISING, vol. 45, no. 2, pp. 183–197, 2016.
@article{8081134,
  abstract     = {{This study tested a model in which perceived parental media mediation in social network games (SNGs) was related to adolescents' conceptual and attitudinal advertising literacies, both of which were in turn related to purchase request intention. The 780 participants, aged between 10 and 14 years, watched a video clip of SNG Habbo that included a commercial message and then completed a questionnaire. Perceived autonomy-supportive restrictive media mediation was found to be positively associated with understanding selling intention. Perceived autonomy-supportive active media mediation was positively related to understanding persuasive intention. Understanding persuasive intention was positively related to purchase request intention.}},
  author       = {{Vanwesenbeeck, Ini and Walrave, Michel and Ponnet, Koen}},
  issn         = {{0091-3367}},
  journal      = {{JOURNAL OF ADVERTISING}},
  keywords     = {{CONSUMER-SOCIALIZATION,SELF-DETERMINATION THEORY,PERSUASION KNOWLEDGE,CHILDREN,ADVERGAMES,RESPONSES,COMMUNICATION,PERSPECTIVE,INVOLVEMENT,ATTITUDES}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{183--197}},
  title        = {{Young adolescents and advertising on social network games: a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention}},
  url          = {{http://doi.org/10.1080/00913367.2015.1123125}},
  volume       = {{45}},
  year         = {{2016}},
}
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