The Influence of Online Advertising on Adolescents’ Perceived Credibility of Information Related to the Fitness/Dietary Supplements

LACKO, David a Hana MACHÁČKOVÁ. The Influence of Online Advertising on Adolescents’ Perceived Credibility of Information Related to the Fitness/Dietary Supplements. In Cyberspace. 2021.

Základní údaje

Originální název

The Influence of Online Advertising on Adolescents’ Perceived Credibility of Information Related to the Fitness/Dietary Supplements

Autoři

LACKO, David a Hana MACHÁČKOVÁ ORCID

Vydání

Cyberspace, 2021

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Další údaje

Jazyk

čeština

Typ výsledku

Prezentace na konferencích

Obor

50101 Psychology

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Označené pro přenos do RIV

Ne

Organizační jednotka

Fakulta sociálních studií

Příznaky

Mezinárodní význam, Recenzováno

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Anotace

V originále

Most adolescents seek health-related information online. However, such information is often written in the form of an advertisement presenting products that could jeopardize their health. Furthermore, modern ads may tend to conceal their real purpose which makes their recognition much harder (i.e., native ads). The perceived credibility of such advertised information by adolescents might have an impact on their buy intentions and usage of potentially noxious products. The aim of the research is, therefore, to examine the influence of advertising on the perceived credibility of online information, especially fitness-related products and dietary supplements. We present a pre-registered experiment on 681 Czech adolescents. Participants were randomly split into three groups. Each group was exposed to a fictional website that contained a banner ad, a native ad, or did not contain any ad. Results suggest that the presence of an ad on a website decreases the perceived credibility of the information. Specifically, native ads decreased it for girls, whereas banner ads decreased it for boys. There was no difference between younger and older adolescents, nor a difference between banner and native ads. Adolescents were generally successful in identifying both kinds of ads and they showed rather low purchase intentions for the advertised products. The potential implications of our findings for adolescents and their parents will be discussed.