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The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites

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Abstract
The literature has advocated the use of a clear and unambiguous label to inform adolescents of advertisements on social media. In this study, we introduce a norm-based label and determine its effects. In a series of three studies, we test a label that triggers the bandwagon heuristic (i.e., "your friends know this is sponsored") and compare its effectiveness to a traditional label (i.e., "sponsored") in a social network. The results reveal the normative label as more effective in activating adolescents' persuasion knowledge (Studies 1 and 2) and in triggering adolescents to select stricter ad settings (Study 3). In all studies, descriptive norms operate as the mediator. Based on these results, we discuss existing theories in light of social media.
Keywords
Communication, Language and Linguistics, Adolescents, social media, descriptive norms, advertising label, persuasion, privacy, INJUNCTIVE PEER NORMS, ADVERTISING LITERACY, MODERATING ROLE, CHILDREN, IMPACT, SUSCEPTIBILITY, DISCLOSURES, TECHNOLOGY, ADVERGAMES, SKEPTICISM

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Citation

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MLA
Zarouali, Brahim, et al. “The Influence of a Descriptive Norm Label on Adolescents’ Persuasion Knowledge and Privacy-Protective Behavior on Social Networking Sites.” COMMUNICATION MONOGRAPHS, 2020, pp. 1–21, doi:10.1080/03637751.2020.1809686.
APA
Zarouali, B., Poels, K., Ponnet, K., & Walrave, M. (2020). The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites. COMMUNICATION MONOGRAPHS, 1–21. https://doi.org/10.1080/03637751.2020.1809686
Chicago author-date
Zarouali, Brahim, Karolien Poels, Koen Ponnet, and Michel Walrave. 2020. “The Influence of a Descriptive Norm Label on Adolescents’ Persuasion Knowledge and Privacy-Protective Behavior on Social Networking Sites.” COMMUNICATION MONOGRAPHS, 1–21. https://doi.org/10.1080/03637751.2020.1809686.
Chicago author-date (all authors)
Zarouali, Brahim, Karolien Poels, Koen Ponnet, and Michel Walrave. 2020. “The Influence of a Descriptive Norm Label on Adolescents’ Persuasion Knowledge and Privacy-Protective Behavior on Social Networking Sites.” COMMUNICATION MONOGRAPHS: 1–21. doi:10.1080/03637751.2020.1809686.
Vancouver
1.
Zarouali B, Poels K, Ponnet K, Walrave M. The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites. COMMUNICATION MONOGRAPHS. 2020;1–21.
IEEE
[1]
B. Zarouali, K. Poels, K. Ponnet, and M. Walrave, “The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites,” COMMUNICATION MONOGRAPHS, pp. 1–21, 2020.
@article{8672228,
  abstract     = {The literature has advocated the use of a clear and unambiguous label to inform adolescents of advertisements on social media. In this study, we introduce a norm-based label and determine its effects. In a series of three studies, we test a label that triggers the bandwagon heuristic (i.e., "your friends know this is sponsored") and compare its effectiveness to a traditional label (i.e., "sponsored") in a social network. The results reveal the normative label as more effective in activating adolescents' persuasion knowledge (Studies 1 and 2) and in triggering adolescents to select stricter ad settings (Study 3). In all studies, descriptive norms operate as the mediator. Based on these results, we discuss existing theories in light of social media.},
  author       = {Zarouali, Brahim and Poels, Karolien and Ponnet, Koen and Walrave, Michel},
  issn         = {0363-7751},
  journal      = {COMMUNICATION MONOGRAPHS},
  keywords     = {Communication,Language and Linguistics,Adolescents,social media,descriptive norms,advertising label,persuasion,privacy,INJUNCTIVE PEER NORMS,ADVERTISING LITERACY,MODERATING ROLE,CHILDREN,IMPACT,SUSCEPTIBILITY,DISCLOSURES,TECHNOLOGY,ADVERGAMES,SKEPTICISM},
  language     = {eng},
  pages        = {1--21},
  title        = {The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites},
  url          = {http://dx.doi.org/10.1080/03637751.2020.1809686},
  year         = {2020},
}

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