Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames
Study details
| Year: | Not reported |
| Scope: | Local |
| Countries: | Netherlands |
| Methodology: | Empirical research – Experiment/Intervention |
| Methods of data collection: | Experimental / Quasi-experimental |
| Researched Groups: | Children |
| Children Ages: | Other |
| Other Childrens Age Group: | 13-18 years old |
| Has Formal Ethical Clearance: | Yes |
| Consents: | Consent obtained from parents; Consent obtained from children |
| Informed Consent: | Consent obtained |
| Ethics: | Ethical considerations and/or protocol mentioned in the research design |
| Data Set Availability: | Not mentioned |
Goals
This study explores the roles of brand familiarity and smartphone attachment in adolescents’ abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames.