Publicidad a medida. Impacto de las variables sociodemográficas en los contenidos comerciales que los menores reciben en el móvil

  1. Feijoo, Beatriz 1
  2. Sádaba, Charo 2
  1. 1 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

  2. 2 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Revue:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Année de publication: 2022

Titre de la publication: Creación, difusión y consumo de contenidos audiovisuales en la enseñanza y la investigación universitarias

Volumen: 12

Número: 2

Pages: 227-250

Type: Article

DOI: 10.33732/IXC/12/02PUBLIC DIALNET GOOGLE SCHOLAR lock_openDialnet editor

D'autres publications dans: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Résumé

Children’s preference for mobiles as a means of accessing the Internet has been globally verified. Content consumption by minors and companies’ current and future commercial interests in this age group are closely related. In addition to the technological options cell phones allow for, the personal nature of mobile use opens up strategic and ethical considerations. This becomes particularly relevant regarding the customization of content by using profiles and online behavior guidelines. This study is based on the results of a content analysis of 2,410 advertisements to which minors aged 10 to 14 and living in the Metropolitan Area of Santiago (Chile) were exposed. The aim is to detect whether socio-demographic variables influence the type of advertising to which minors are exposed. Cell phone ownership is incorporated as an element of study. Results reveal the presence of significant differences based on the studied variables. This differentiation in the advertising to which minors are exposed raises major ethical considerations.

Références bibliographiques

  • AIM - Asociación Investigaciones de Mercado (2019). Clasificación grupos socioeconómicos y manual de aplicación. Actualización 2019. Recuperado de https://aimchile.cl/wp-content/uploads/2022/03/Actualizacio%CC%81n-y-Manual-GSE-AIM-2019-1.pdf
  • CABELLO, P., CLARO, M., ROJAS, R. Y 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. doi.org/10.1080/17482798.2020.1744176
  • CABELLO, P., LAZCANO, D., CLARO, M., DODEL, M., AGUIRRE, F., SENNE, F., MARTÍNEZ, A., OSORIO-TAMAYO, L., MORENO-CARMONA, N., PÉREZ, R., Y LEÓN, L. (2018). Niñez, adolescencia y tecnologías digitales en América Latina. En E. JIMÉNEZ, M. GARMENDIA Y M.A. CASADO (Eds.). Entre selfies y whatsapps: Oportunidades y riesgos para la infancia y la adolescencia conectada (pp. 353-372). Gedisa.
  • CINO, D., MASCHERONI, G. Y WARTELLA, E. (2020). “The Kids Hate It, but We Love It!”: Parents’, Reviews of Circle. Media and Communication, 8(4), 208-217. doi.org/10.17645/mac.v8i4.3247
  • DE JANS, S. Y HUDDERS, L. (2020). Disclosure of vlog advertising targeted to children. Journal of Interactive Marketing, 52, 1-19. doi.org/10.1016/j.intmar.2020.03.003
  • DE JANS, S., VAN DE SOMPEL, D., HUDDERS, L. Y CAUBERGHE, V. (2017). Advertising targeting young children: An overview of 10 year of research (2006-2016). International Journal of Advertising, 38(2), 1-34. doi.org/10.1080/02650487.2017.1411056
  • EDWARS-LEVY A. Y LIEBELSON D. (2017). Even Trump voters hate this bill he just signed. The Huffington Post. Recuperado de https://www.huffpost.com/entry/trump-online-privacy-poll_n_58e295e7e4b0f4a923b0d94a
  • EKSTRÖM, K.M. (2007). Parental consumer learning or ‘keeping up with the children’. Journal of Consumer Behaviour: An International Research Review, 6(4), 203–217. doi.org/10.1002/cb.215
  • FEIJOO, B., BUGUEÑO, S., SÁBADA, C. Y GARCÍA-GONZÁLEZ, A. (2021). Parents' and children's perception on social media advertising. Comunicar, 67, 99-109. doi.org/10.3916/C67-2021-08
  • FEIJOO, B., FERNÁNDEZ-GÓMEZ, E. Y SÁBADA, 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. Recuperado de https://revistaprismasocial.es/article/view/4327
  • FEIJOO, B. Y GARCÍA, A. (2017). Análisis del consumo infantil de TV, videojuegos e Internet: Diferencias en función del sexo en la selección de contenidos audiovisuales. Fonseca, Journal of Communication, 15(2), 95-108. doi.org/10.14201/fjc20171595108
  • FEIJOO, B. Y SÁBADA, C. (2021). The Relationship of Chilean Minors with Brands and Influencers on Social Networks. Sustainability, 13(5), 2822. doi.org/10.3390/su13052822
  • FEIJOO, B., SÁBADA, 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, 29(6), e290630. doi.org/10.3145/epi.2020.nov.30
  • GARMENDIA, M., JIMÉNEZ, E., CASADO, M.A. Y MASCHERONI, G. (2016). Net Children Go Mobile: Riesgos y oportunidades en internet y el uso de dispositivos móviles entre menores españoles (2010-2015). Recuperado de https://netchildrengomobile.eu/ncgm/wp-content/uploads/2013/07/Net-Children-Go-Mobile-Spain.pdf
  • HADDON, L., CINO, D., DOYLE, M.A, LIVINSGTONE, S., MASCHERONI, G. Y STOILOVA, M. (2020). Children's and young people's digital skills: a systematic evidence review. Zenodo. doi.org/10.5281/zenodo.4274654
  • IAB SPAIN (2021). Estudio de redes sociales 2021. Recuperado de https://iabspain.es/estudio/estudio-de-redes-sociales-2021/
  • IAB SPAIN (2018). Nuevos estándares de formatos publicitarios. Recuperado de https://iabspain.es/wp-content/uploads/2018/12/iab-spain_nuevos-estndares-de-publicidad-digital_v1_comentarios-pblicos.pdf
  • IAB US (2015). US programmatic ad revenues totaled $10.1 billion in 2014, according to first-ever IAB programmatic re- venue report. Recuperado de https://www.iab.com/news/u-s-programmatic-display-ad-revenues-totaled-10-1-billion-in-2014-according-to-first-ever-iab-programmatic-revenue-report/
  • ICO (2021). Introduction to the Age-appropriate design code. Recuperado de https://ico.org.uk/for-organisations/guide-to-data-protection/ico-codes-of-practice/age-appropriate-design-code/
  • JI, M.F. (2002). Children's relationships with brands: “True love” or “one‐night” stand?. Psychology & Marketing, 19(4), 369-387. doi.org/10.1002/mar.10015
  • JOHN, D.R. (1999). Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of consumer research, 26(3), 183-213. doi.org/10.1086/209559
  • LÓPEZ, A. Y RODRÍGUEZ, R. (2018). Children and their brands: How young consumers relate to brands. Journal of Consumer Marketing, 35(2), 130-142. doi.org/10.1108/JCM-06-2016-1842
  • MARTÍNEZ- MARTÍNEZ, I., AGUADO, J.M. Y BOEYKENS, Y. (2017). Implicaciones éticas de la automatización de la publicidad digital: caso de la publicidad programática en España. Profesional De La Información, 26(2), 201–210. Recuperado de https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/56573
  • MCNEAL, J.U. (1992). Kids as Consumers: A Handbook of Marketing to Children. Lexington Books.
  • NÚÑEZ-GÓMEZ, P., SÁNCHEZ-HERRERA, J. Y PINTADO-BLANCO, T. (2020). Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty. Sustainability, 12(22), 9337. doi.org/10.3390/su12229337
  • OATES, C., NEWMAN, N. Y TZIORTZI, A. (2014). Parent ́s beliefs about, and attitudes towards, marketing to children. En M. BLADES, C. OATES, F. BLUMBERG, & B. GUNTER (Eds.). Advertising to children: New directions, new media (pp. 115-136). Springer. doi.org/10.1057/9781137313256
  • OKSMAN, V. Y TURTIAINEN J. (2004). Mobile Communication as a Social Stage: Meanings of Mobile Communication in Everyday Life among Teenagers in Finland. New Media & Society, 6(3), 319-339. doi.org/10.1177/1461444804042518
  • RAFIEIAN, O. Y YOGANARASIMHAN, H. (2020). Targeting and Privacy in Mobile Advertising. Marketing Science, 40(2), 193-218. doi.org/10.1287/mksc.2020.1235
  • ROZENDAAL, E., BUIJZEN, M. Y VALKENBURG, P. M. (2012). Think-aloud process superior to thought-listing in increasing children's critical processing of advertising. Human Communication Research, 38(2), 199-221. doi.org/10.1111/j.1468-2958.2011.01425.x
  • SAMUEL, A., WHITE, G.R.T., THOMAS, R. Y JONES, P. (2021) Programmatic advertising: An exegesis of consumer concerns. Computers in Human Behavior, 116. doi.org/10.1016/j.chb.2020.106657
  • SUBTEL (2020). Informe Semestral del Sector Telecomunicaciones—Primer Semestre 2020. Recuperado de https://www.subtel.gob.cl/wp-content/uploads/2021/01/PPT_Series_JUNIO_2020_V0.pdf
  • TSANG, M., HO, S. Y LIANG, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. doi.org/10.1080/10864415.2004.11044301
  • VAN-DAM, S. Y VAN-REIJMERSDAL, E.A. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures. Cyberpsychology, 13(2), 2. doi.org/10.5817/CP2019-2-2
  • VIDALES-BOLAÑOS, M. Y SÁBADA, C. (2017). Connected teens: Measuring the impact of mobile phones on social relationships through social capital. Comunicar, 53, 19-28. doi.org/10.3916/C53-2017-02
  • VTR (2019). Digital Radiography 2019. Recuperado de https://vtrconvivedigital.com/radiografia_digital_vtr.html
La source de données: Dialnet