Atraer a los menores con entretenimientonuevas formas de comunicación de marca en el móvil

  1. Sádaba, Charo
  2. Feijoo Fernández, Beatriz
Revista:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

ISSN: 1989-872X

Año de publicación: 2022

Volumen: 13

Número: 1

Páginas: 79-91

Tipo: Artículo

DOI: 10.14198/MEDCOM.20568 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Objetivos de desarrollo sostenible

Resumen

Being entertained is a major aim among minors online, whether via their smartphone or otherwise. The digital environment responds to this by offering new formulas that combine entertainment with other interests, such as commercial ones, compared with what was traditionally delivered by the media. This hybrid advertising appears to find a good fit between online games and influencer-generated content, both of which are in big demand from minors online. Using a qualitative methodology, with interviews to twenty minors in the metropolitan area of Santiago de Chile, this study attempts to determine to what extent the questions posed by previous research on this topic can be validated. Among the results, it should be noted that advertising is, indeed, clearly present in the online entertainment experiences of children, who are particularly receptive to ads when they provide added value and children feel they can control their presence. The high level of familiarity achieved by influencers via personalisation amplifies the effect of minors feeling this kind of advertising as part of their daily life. This raises the question of whether the advertising literacy of this age group is up to the challenges posed by this scenario.

Referencias bibliográficas

  • [1] An, S. & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising, 33(3), 509-532. https://doi.org/g2qr
  • [2] An, S.; Jin, H. S. & Park, E. H. (2014). Children’s advertising literacy for advergames: Perception of the game as advertising. Journal of Advertising, 43(1), 63-72. https://doi.org/g2qs
  • [3] Andersen, L. P.; Tufte, B.; Rasmussen, J. & Chan, K. (2008). The Tweens Market and Responses to Advertising in Denmark and Hong Kong. Young Consumers, 9(3), 189-200. https://doi.org/d9bt99
  • [4] Berger, A. (1998). Media research techniques. London: Sage Publications.
  • [5] Boyatzis, R. (1995). Transforming qualitative information: Analysis and code development. London: Sage Publications.
  • [6] Cabello, P.; Claro, M.; Lazcano, D. y Antezana, L. (2018). La inclusión digital de niños y adolescentes chilenos desde la perspectiva de usos y habilidades. En Jiménez, E.; Garmendia, M. y Casado, M. Á. (Eds.), Entre Selfies y Whatsapps. Oportunidades y riesgos para la infancia y la adolescencia conectada (pp. 259-278). Barcelona: Gedisa.
  • [7] Cabello, P.; Claro, M.; Rojas, R. & Trucco, M. (2020). Children’s and adolescents’ digital access in Chile: The role of digital access modalities in digital uses and skills. Journal of Children and Media, 1-19. https://doi.org/g2qt
  • [8] Chen, Y.; Zhu, S.; Xu, H. & Zhou, Y. (2013). Children’s Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness. In Proceedings of the SocialCom 2013, International Conference on Social Computing (pp. 196-203). Washington D. C.: Institute of Electrical and Electronics Engineers. https://doi.org/g2qv
  • [9] Chu, M. T.; Blades, M. & Herbert J. (2014). The Development of Children’s Scepticism About Advertising. In Blades, M.; Oates, C.; Blumberg, F. y Gunter, B. (Eds.), Advertising to children: New directions, new media (pp. 38-49). New York: Springer. https://doi.org/g2qw
  • [10] Del Moral, M. E. & Guzmán, A. P. (2014). CityVille: collaborative game play, communication and skill development in social networks. Journal of New Approaches in Educational Research, 3(1), 11-19. https://doi.org/g2qx
  • [11] Del Moral, M. E.; Villalustre-Martínez, L. y Neira-Piñeiro, M. R. (2016). Estrategias publicitarias para jóvenes: advergaming, redes sociales y realidad aumentada. Revista Mediterránea de Comunicación, 7(1), 47-62. https://doi.org/gxxj
  • [12] Elorriaga, A. y Monge, S. (2018). La profesionalización de los YouTubers: el caso de Verdeliss y las marcas. Revista Latina de Comunicación Social, 73, 37-54. https://doi.org/g2q2
  • [13] Emarketer (2015). Mobile Internet Ad Spending in Chile, 2014-2019 (millions, % change and % of digital ad spending). https://bit.ly/3iQp1ge
  • [14] Feijoo, B.; Fernández-Gómez, E. y Sádaba, C. (2021). El móvil como nuevo cuarto de juegos: Comparativa de la percepción del consumo de YouTube y videojuegos entre menores chilenos/as y sus padres/madres. Revista Prisma Social, 34, 146–164. https://bit.ly/3zO0QVK
  • [15] Feijoo, B. y García, A. (2019). Actitud del menor ante la publicidad que recibe a través de los dispositivos móviles. adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, 18, 199-218. https://doi.org/g2q3
  • [16] Feijoo, B. & Sádaba, C. (2020). Is my kid that naive? Parents’ perceptions of their children’s attitudes towards advertising on smartphones in Chile. Journal of Children and Media. https://doi.org/g2q4
  • [17] Feijoo, B. & Sádaba, C. (2021). The Relationship of Chilean Minors with Brands and Influencers on Social Networks. Sustainability, 13(5), 2822. https://doi.org/g2q5
  • [18] Feijoo, B.; Sádaba, C. y Bugueño, S. (2020). Anuncios entre vídeos, juegos y fotos. Impacto publicitario que recibe el menor a través del teléfono móvil. Profesional de la Información, 2, 1-15. https://doi.org/gj8dbx
  • [19] Hudders, L.; De Pauw, P.; Cauberghe, V.; Panic, K.; Zarouali, B. & Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats: a future research agenda. Journal of Advertising, 46(2), 333-349. https://doi.org/g2q6
  • [20] Jin, S. V. & Muqaddam, A. (2019). Product placement 2.0: “Do brands need influencers, or do influencers need brands?”. Journal of Brand Management, 26(5), 522-537. https://doi.org/gg9sv9
  • [21] Kabali, H.; Irigoyen, M.; Nunez-Davis, R.; Budacki, J.; Mohanty, S.; Leister, K. & Bonner, R. (2015). Exposure and use of mobile media devices by young children. Pediatrics, 136(6), 1044-1050. https://doi.org/gd7hh6
  • [22] Lou, C. & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/ggn9pw
  • [23] Lou, C.; Tan, S. S. & Chen, X. (2019). Investigating consumer engagement with influencer-vs. brand- promoted ads: The roles of source and disclosure. Journal of Interactive Advertising, 19(3), 169-186. https://doi.org/gk5fhv
  • [24] Mallinckrodt, V. & Mizerski, D. (2007). The Effects of Playing an Advergame on Young Children’s Perceptions, Preferences, and Requests. Journal of Advertising, 36(2), 87–100. https://doi.org/dsz284
  • [25] Martí Parreño, J.; Sanz-Blas, S.; Ruiz-Mafé, C. & Aldás-Manzano, J. (2013). Key factors of teenagers’ mobile advertising acceptance. Industrial Management y Data Systems, 113(5), 732-749. https://doi.org/g2q7
  • [26] Martínez, C.; Jarlbro, G. & Sandberg, H. (2013). Children’s views and practices regarding online advertising. Nordicom Review, 34(2), 107-122. https://doi.org/g2q8
  • [27] Mascheroni, G. & Ólafsson, K. (2014). Net Children Go Mobile: risks and opportunities. Milán: Educatt. https://bit.ly/3mCNabu
  • [28] Méndiz, A. (2010). Advergaming. Concepto, tipología, estrategias y evolución histórica. Revista Icono14, 8(1), 37-58. https://doi.org/g2q9
  • [29] Nelson, M. & Waiguny, M. (2012). Psychological Processing of In-Game Advertising and Advergaming: Branded Entertainment or Entertaining Persuasion? In Shrum, L. J. (Ed.), Psychology of entertainment media: Blurring the lines between Entertainment and Persuasion (pp. 93-146). London: Routledge.
  • [30] Núñez-Gómez, P.; Sánchez-Herrera, J. & Pintado-Blanco, T. (2020). Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty. Sustainability, 12(22), 9337. https://doi.org/gsd6
  • [31] Oates, C.; Newman, N. & Tziortzi, A. (2014). Parent ́s beliefs about, and attitudes towards, marketing to children. In Blades, M.; Oates, C.; Blumberg, F. y Gunter, B. (Eds.), Advertising to children: New directions, new media (pp.115-136). New York: Springer. https://doi.org/g2qw
  • [32] Okazaki, S. & Yagüe, M. J. (2012). Responses to an advergaming campaign on a mobile social networking site: An initial research report. Computers in Human Behavior, 28(1), 78-86. https://doi.org/dc7v36
  • [33] Ramos, M. (2006). Cuando la marca ofrece entretenimiento: aproximación al concepto de advertainment. Questiones publicitarias, 11(1), 33-49. https://bit.ly/3DpPyJi
  • [34] Rifon, N. J.; Taylor Quilliam, E.; Paek, H. J.; Weatherspoon, L. J.; Kim, S. K. & Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33(3), 475-508. https://doi.org/g2rb
  • [35] Rosenblum, K. (1987). The in-depth interview: Between science and sociability. Sociological Forum, 2(2), 388-400. https://bit.ly/3Dyh1Zv
  • [36] Rozendaal, E.; Slot, N.; van Reijmersdal, E. A. & Buijzen, M. (2013). Children’s responses to advertising in social games. Journal of Advertising, 42(2-3), 142-154. https://doi.org/g2rc
  • [37] San Miguel, P. (2020). Influencer Marketing: Conecta tu marca con tu público. Madrid: LID Editorial.
  • [38] Sandberg, H. (2011). Tiger Talk and Candy King: Marketing of Unhealthy Food and Beverages to Swedish Children. Communications – European Journal of Communication Research, 36(2), 217-244. https://doi.org/dwwsw7
  • [39] Soengas, X.; Vivar, H. y Abuín N. (2015). Del consumidor analógico al digital. Nuevas estrategias de publicidad y marketing para una sociedad hiperconectada. Telos: Revista de Pensamiento sobre Comunicación, Tecnología y Sociedad, 101, 115-124. https://bit.ly/3DqOTal
  • [40] Steffen, C.; Mau, G. & Schramm-Klein, H. (2013). Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand?. Journal of Advertising, 42(2-3), 183-195. https://doi.org/g2rd
  • [41] Subtel (2020). Informe Semestral del Sector Telecomunicaciones – Primer Semestre 2020. https://bit.ly/3sCkIav
  • [42] Terlutter, R. & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. https://doi.org/4sc
  • [43] Trivedi, J. & Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi.org/gg9swc
  • [44] Tur-Viñes, V. y Segarra, J. (2014). Branded content y storytelling. El arte de crear contenidos y contar historias. En Ron, R.; Álvarez, Antón, A. y Núñez, P. (Coords.), Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes (pp. 117-136). Madrid: ESIC.
  • [45] Van Deursen, A. J. A. M.; Helsper, E. J. & Eynon, R. (2016). Development and validation of the Internet Skills Scale (ISS). Information, Communication and Society, 19(6), 804–23. https://doi.org/gg24p9
  • [46] Van Reijmersdal, E. A.; Rozendaal, E. & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children’s cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42. https://doi.org/bnmjnb
  • [47] Van Reijmersdal, E. A.; Rozendaal, E.; Smink, N.; Van Noort, G. & Buijzen, M. (2017). Processes and effects of targeted online advertising among children. International Journal of Advertising, 36(3), 396-414. https://doi.org/g2rp
  • [48] Vanwesenbeeck, I.; Walrave, M. & Ponnet, K. (2017). Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes. International Journal of Advertising, 36(4), 520-541. https://doi.org/gk5ffs
  • [49] Weiss R. (2014). Influencer marketing. How word-of-mouth marketing can strengthen your organization’s brand. Marketing health services, 34(1), 16–17.
  • [50] Xiao, M.; Wang, R. & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213. https://doi.org/ghhzhr
  • [51] Zarouali, B.; De Pauw, P.; Ponnet, K.; Walrave, M.; Poels, K.; Cauberghe, V. & Hudders, L. (2019). Considering children’s advertising literacy from a methodological point of view: Past practices and future recommendations. Journal of Current Issues y Research in Advertising, 40(2), 196-213. https://doi. org/g2rq
Fuente de los datos: Dialnet