Adolescents' Understanding of the Model of Sponsored Content of Social Media Influencer Instagram Stories

Abstract

Our study stresses the importance of developing understandable and easily recognizable ad disclosures for adolescents as a specific target group of social media influencer (SMI) advertising. A comprehensive advertising literacy concept that includes a cognitive, performative, and attitudinal component builds the theoretical background of the present research. We examine the effectiveness of ad disclosure in the native language of adolescent Instagram users, explore their understanding of the economic mechanism behind SMIs' advertising activities, and their skepticism toward sponsored content. Furthermore, we analyze the role that sponsorship transparency on Instagram stories plays in adolescents’ responses to advertising. A three-level between-subjects survey-based experimental design (manipulating the absence of ad disclosure versus ad disclosure in the participants' native language versus standardized paid partnership ad disclosure in English) was conducted online with female adolescent participants (N = 241) in a European country. Findings showed that adolescents who understand the economic model behind SMI advertising have positive intentions toward the SMI and intend to spread online information about the promoted brand. However, even if ad disclosure made in the adolescents' native language improved ad recognition, such knowledge did not result in more sophisticated defense mechanisms in the form of critical evaluations of the ads.