Adolescents’ advertising literacy and body self-perception in the face of influencer marketing
In today's society, people are increasingly conscious of their bodies, and marketers are well aware of this fact. As a result, influencers have started to include body-related content in their posts, especially when promoting fashion, food, cosmetics, beauty or fitness brands. This, and the in...
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Pontificia Universidad Católica de Chile
2025-01-01
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| Online Access: | https://cuadernos.info/index.php/cdi/article/view/82134 |
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| author | Beatriz Feijoo Charo Sádaba |
| author_facet | Beatriz Feijoo Charo Sádaba |
| author_sort | Beatriz Feijoo |
| collection | DOAJ |
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In today's society, people are increasingly conscious of their bodies, and marketers are well aware of this fact. As a result, influencers have started to include body-related content in their posts, especially when promoting fashion, food, cosmetics, beauty or fitness brands. This, and the influence that influencers' lifestyles have on users' body image, calls for a closer look at measures that can protect the public, especially young people, from the effects of these posts, which often blur the lines between organic and sponsored content. This study raises the possibility that one of these filters to protect this age group from sponsored content from influencers exploiting the image argument is their level of advertising literacy. Based on a survey applied to 1,055 adolescents aged 11 to 17 between April and June, 2022, living in Spain, a significant relationship was found between adolescents' concern about their body image and their level of advertising literacy in the face of these contents, especially in setting goals to achieve the perfect body and the importance of physical appearance in their self-perception. The gender, age and socioeconomic status of the respondents lead to nuances in the results. The discussion here is relevant for companies that include influencers in their marketing strategies, families, educators and public administrations.
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| format | Article |
| id | doaj-art-5415cbbae9c54c389345db3c66a820c5 |
| institution | Kabale University |
| issn | 0719-367X |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Pontificia Universidad Católica de Chile |
| record_format | Article |
| series | Cuadernos.info |
| spelling | doaj-art-5415cbbae9c54c389345db3c66a820c52025-01-31T15:28:22ZengPontificia Universidad Católica de ChileCuadernos.info0719-367X2025-01-016010.7764/cdi.60.82134Adolescents’ advertising literacy and body self-perception in the face of influencer marketing Beatriz Feijoo 0Charo Sádaba1Universidad Villanueva (España)Universidad de Navarra (España) In today's society, people are increasingly conscious of their bodies, and marketers are well aware of this fact. As a result, influencers have started to include body-related content in their posts, especially when promoting fashion, food, cosmetics, beauty or fitness brands. This, and the influence that influencers' lifestyles have on users' body image, calls for a closer look at measures that can protect the public, especially young people, from the effects of these posts, which often blur the lines between organic and sponsored content. This study raises the possibility that one of these filters to protect this age group from sponsored content from influencers exploiting the image argument is their level of advertising literacy. Based on a survey applied to 1,055 adolescents aged 11 to 17 between April and June, 2022, living in Spain, a significant relationship was found between adolescents' concern about their body image and their level of advertising literacy in the face of these contents, especially in setting goals to achieve the perfect body and the importance of physical appearance in their self-perception. The gender, age and socioeconomic status of the respondents lead to nuances in the results. The discussion here is relevant for companies that include influencers in their marketing strategies, families, educators and public administrations. https://cuadernos.info/index.php/cdi/article/view/82134advertising literacybody image concernsappareanceadolescentsinfluencer marketingsponsored content |
| spellingShingle | Beatriz Feijoo Charo Sádaba Adolescents’ advertising literacy and body self-perception in the face of influencer marketing Cuadernos.info advertising literacy body image concerns appareance adolescents influencer marketing sponsored content |
| title | Adolescents’ advertising literacy and body self-perception in the face of influencer marketing |
| title_full | Adolescents’ advertising literacy and body self-perception in the face of influencer marketing |
| title_fullStr | Adolescents’ advertising literacy and body self-perception in the face of influencer marketing |
| title_full_unstemmed | Adolescents’ advertising literacy and body self-perception in the face of influencer marketing |
| title_short | Adolescents’ advertising literacy and body self-perception in the face of influencer marketing |
| title_sort | adolescents advertising literacy and body self perception in the face of influencer marketing |
| topic | advertising literacy body image concerns appareance adolescents influencer marketing sponsored content |
| url | https://cuadernos.info/index.php/cdi/article/view/82134 |
| work_keys_str_mv | AT beatrizfeijoo adolescentsadvertisingliteracyandbodyselfperceptioninthefaceofinfluencermarketing AT charosadaba adolescentsadvertisingliteracyandbodyselfperceptioninthefaceofinfluencermarketing |