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

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

ISSN: 1989-872X

Year of publication: 2022

Volume: 13

Issue: 1

Pages: 79-91

Type: Article

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

More publications in: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Sustainable development goals

Abstract

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.

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Data source: Dialnet