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Adolescents’ advertising literacy and body self-perception in the face of influencer marketing

Adolescents’ advertising literacy and body self-perception in the face of influencer marketing;
Alfabetização publicitária e autopercepção corporal dos adolescentes diante do marketing de influenciadores

dc.creatorFeijoo , Beatriz
dc.creatorSádaba, Charo
dc.date2025-01-30
dc.date.accessioned2025-05-08T15:02:54Z
dc.date.available2025-05-08T15:02:54Z
dc.identifierhttps://ojs.uc.cl/index.php/cdi/article/view/82134
dc.identifier10.7764/cdi.60.82134
dc.identifier.urihttps://revistaschilenas.uchile.cl/handle/2250/252412
dc.descriptionIn today's society, people are increasingly conscious of their bodies, and marketers are well aware of this fact. As a result, influencers have started to include body-related content in their posts, especially when promoting fashion, food, cosmetics, beauty or fitness brands. This, and the influence that influencers' lifestyles have on users' body image, calls for a closer look at measures that can protect the public, especially young people, from the effects of these posts, which often blur the lines between organic and sponsored content. This study raises the possibility that one of these filters to protect this age group from sponsored content from influencers exploiting the image argument is their level of advertising literacy. Based on a survey applied to 1,055 adolescents aged 11 to 17 between April and June, 2022, living in Spain, a significant relationship was found between adolescents' concern about their body image and their level of advertising literacy in the face of these contents, especially in setting goals to achieve the perfect body and the importance of physical appearance in their self-perception. The gender, age and socioeconomic status of the respondents lead to nuances in the results. The discussion here is relevant for companies that include influencers in their marketing strategies, families, educators and public administrations.en-US
dc.descriptionIn today's society, people are increasingly conscious of their bodies, and marketers are well aware of this fact. As a result, influencers have started to include body-related content in their posts, especially when promoting fashion, food, cosmetics, beauty or fitness brands. This, and the influence that influencers' lifestyles have on users' body image, calls for a closer look at measures that can protect the public, especially young people, from the effects of these posts, which often blur the lines between organic and sponsored content. This study raises the possibility that one of these filters to protect this age group from sponsored content from influencers exploiting the image argument is their level of advertising literacy. Based on a survey applied to 1,055 adolescents aged 11 to 17 between April and June, 2022, living in Spain, a significant relationship was found between adolescents' concern about their body image and their level of advertising literacy in the face of these contents, especially in setting goals to achieve the perfect body and the importance of physical appearance in their self-perception. The gender, age and socioeconomic status of the respondents lead to nuances in the results. The discussion here is relevant for companies that include influencers in their marketing strategies, families, educators and public administrations.es-ES
dc.descriptionNa sociedade atual, as pessoas estão cada vez mais conscientes do seu corpo, e os profissionais de marketing estão bem cientes deste facto. Consequentemente, os influenciadores começaram a incorporar conteúdos relacionados com o corpo nas suas publicações, sobretudo quando promovem marcas de moda, alimentação, cosmética, beleza ou fitness. Isto, juntamente com a incidência que os estilos de vida dos influenciadores têm na imagem corporal dos utilizadores, exige um olhar mais atento às medidas que podem proteger o público, especialmente os jovens, do impacto destas publicações, que muitas vezes, confundem as linhas entre o conteúdo orgânico e o patrocinado. Este estudo levanta a possibilidade de que um desses filtros para proteger essa faixa etária do conteúdo patrocinado de influenciadores que exploram o argumento da imagem seja o seu nível de alfabetização publicitária. Através de um inquérito aplicado a 1055 adolescentes dos 11 aos 17 anos, residentes em Espanha entre abril e junho de 2022, foi possível verificar a relação significativa entre a preocupação dos adolescentes com a sua imagem corporal e o seu nível de alfabetização  publicitária quanto a esses conteúdos, especialmente no estabelecimento de metas para alcançar o corpo perfeito e a importância da aparência física na sua autopercepção. O gênero, a idade e o estatuto socioeconômico dos inquiridos introduzem nuances nos resultados. A discussão aqui apresentada é relevante para empresas que incluem influenciadores nas suas estratégias de marketing, famílias, educadores e administrações públicas.pt-BR
dc.formatapplication/pdf
dc.languagespa
dc.publisherFacultad de Comunicaciones de la Pontificia Universidad Católica de Chilees-ES
dc.relationhttps://ojs.uc.cl/index.php/cdi/article/view/82134/68318
dc.rightsDerechos de autor 2025 Beatriz Feijoo , Charo Sádabaes-ES
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceCuadernos.info; No. 60 (2025): Investigar la comunicación para comprender la sociedad contemporánea; 93-120en-US
dc.sourceCuadernos.info; Núm. 60 (2025): Investigar la comunicación para comprender la sociedad contemporánea; 93-120es-ES
dc.sourceCuadernos.info; n. 60 (2025): Investigar la comunicación para comprender la sociedad contemporánea; 93-120pt-BR
dc.source0719-367X
dc.subjectadvertising literacyen-US
dc.subjectbody image concernsen-US
dc.subjectappareanceen-US
dc.subjectadolescentsen-US
dc.subjectinfluencer marketingen-US
dc.subjectsponsored contenten-US
dc.subjectalfabetización publicitariaes-ES
dc.subjectpreocupación por la imagen corporales-ES
dc.subjectaparienciaes-ES
dc.subjectadolescenteses-ES
dc.subjectmarketing de influenciadoreses-ES
dc.subjectcontenidos patrocinadoses-ES
dc.subjectEspañaes-ES
dc.subjectalfabetização publicitáriapt-BR
dc.subjectpreocupações com a imagem corporalpt-BR
dc.subjectaparênciapt-BR
dc.subjectadolescentespt-BR
dc.subjectmarketing de influenciadorespt-BR
dc.subjectconteúdo patrocinadopt-BR
dc.titleAdolescents’ advertising literacy and body self-perception in the face of influencer marketingen-US
dc.titleAdolescents’ advertising literacy and body self-perception in the face of influencer marketinges-ES
dc.titleAlfabetização publicitária e autopercepção corporal dos adolescentes diante do marketing de influenciadorespt-BR
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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