Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oscar Robayo-Pinzon ◽  
Sandra Rojas-Berrio ◽  
Patricia Núñez-Gómez ◽  
Blanca Miguélez-Juan ◽  
Ligia García-Béjar
Keyword(s):  
Children And Adolescents ◽  
Digital Media ◽  
Online Survey ◽  
Parental Control ◽  
Cross Cultural ◽  
Mobile Advertising ◽  
Content Type ◽  
Cultural Approach ◽  
Spanish Speaking ◽  
Online Social Media

Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control. Design/methodology/approach A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants. Findings Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension. Practical implications Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents. Originality/value This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

Motivations for sharing marketer-generated content on social media: a comparison between American and Korean college students

2019 ◽  
Vol 36 (1) ◽  
pp. 206-217 ◽  
Author(s):  
Mira Lee ◽  
Jieun Lee ◽  
Elizabeth Quilliam
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Word Of Mouth ◽  
Cross Cultural ◽  
Self Presentation ◽  
Content Type ◽  
The Us ◽  
Different Types ◽  
Similarities And Differences ◽  
Korean College Students

Purpose This study examined both American and Korean consumers’ motivation to share marketer-generated content (MGC) on Facebook and how these motives are related to the frequency of various types of sharing activities and the frequency of sharing various types of MGC. Design/methodology/approach An online survey was conducted in the US and Korea. Findings The findings demonstrated that both American and Korean consumers share MGC for several reasons: liking/helping the brand, self-presentation/social interaction, economic rewards, and entertainment. In addition to these four motivations, Korean consumers also share MGC with others to offer information that may be of use to them. These different types of motivations were associated with the frequency of sharing MGC directly from Facebook brand pages, of re-sharing what Facebook friends shared first, of adding comments when sharing, and of sharing different types of MGC differently. We found similarities and differences in the patterns of these relationships between the US and Korea. Originality/value Although many studies on electronic word of mouth (eWOM) have examined consumers’ motivations for providing consumer-generated content, research on consumer motivations to forward marketer-generated content is scarce. Additionally, earlier work examined the influences of motivation on sharing in general and on a certain type of MGC. Our findings that focused on various types of motivations to share MGC, and their influences on various types of MGC and specific types of sharing activities can provide a more complete picture than what was previously available in the eWOM literature. Further, by comparing American consumers’ motivations to share MGC on SNSs and their influences on sharing activities with those of Korean consumers, this study contributes to building a body of cross-cultural studies on consumer sharing of MGC.

The proximity between Latin countries regarding customer's expectations about the hotel service

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mara Franco ◽  
Raquel Meneses
Keyword(s):  
Design Methodology ◽  
Cross Cultural ◽  
Quantitative Methodology ◽  
Cultural Patterns ◽  
Content Type ◽  
Low Level ◽  
Cultural Approach ◽  
Hotel Service

PurposeThe main purpose of this research is to understand if customers from countries with alleged similar culture expect services dimensions equally and to understand the level of proximity among those countries.Design/methodology/approachQuantitative methodology was used to test the level of proximity in customers' expectations about a service among different countries with alleged similar cultural patterns and if these customers share similar expectations about a set of service dimensions. This transnational research regarded the hotel service and data were collected from ten Latin countries: Portugal, Spain, France, Italy, Romania, Brazil, Mexico, Uruguay, Bolivia and Chile. About 1262 customers answered a questionnaire about their expectations about service dimensions of the hotel service.FindingsFindings show that Latin customers' expectations about services are not equal and that there is a low level of proximity or similarity of customers' expectations about service among Latin countries.Research limitations/implicationsResearch was applied in one group of Latin countries that revealed a low level of proximity of customer's expectations about the hotel service. Further attempts should be made to expand research to additional Latin countries in order to allow understanding if the proximity level rises, decreases or maintains.Originality/valueThe major contribution was to use a cross-cultural approach to understand the level of proximity between the Latin countries in terms of customer's expectations about service dimensions, as these countries are frequently clustered into one group and customer's expectations are presumed to also be similar.

Americans’ cross-cultural schemata of Iranians: an online survey

2018 ◽  
Vol 25 (1) ◽  
pp. 119-133 ◽  
Author(s):  
Saied Reza Ameli ◽  
Ehsan Shahghasemi
Keyword(s):  
Online Survey ◽  
Mail Survey ◽  
American Exceptionalism ◽  
Cross Cultural ◽  
American People ◽  
Personal Contact ◽  
Content Type ◽  
Cultural Schemata ◽  
The Usa ◽  
New Research

Purpose For about four decades, Iran and the USA have continued to be two most stubborn enemies and this has drawn much research on this subject. Yet, only a very small fraction of this body of research has been allocated to studying the perceptions that the people of the two countries have of each other. Using a mixed method survey, the purpose of this paper is to explore cross-cultural schemata US American people have of Iranians. Design/methodology/approach By way of an e-mail survey, the authors collected 1,752 responses from American citizens across 50 American states. The open ended responses were codified and categorized. Three out of six categories were further sub-categorized. Findings The outcomes showed that about 40 percent of Americans had negative cross-cultural schemata of Iranians with the media being the main source of negative cross-cultural schemata. Conversely, personal contact and communication with Iranians proved to be the source of positive cross-cultural schemata toward Iranians. Other results showed that US American exceptionalism and negative attitudes toward Iranians had a direct and positive relationship with having negative cross-cultural schemata of Iranians. Originality/value As the authors have explained in this paper, very few scholars have taken up the issue of cross-cultural schemata Iranian and American people have of each other. By doing this and several other works, the authors have tried to create a new research interest in academic circles.

Apps on laps: digital storytimes in public libraries in Aotearoa New Zealand

2018 ◽  
Vol 36 (2) ◽  
pp. 252-269 ◽  
Author(s):  
Anne Goulding ◽  
Mary Jane Shuker ◽  
John Dickie
Keyword(s):  
New Zealand ◽  
Young Children ◽  
Digital Media ◽  
Online Survey ◽  
Public Library ◽  
Human Interaction ◽  
Content Type ◽  
Mixed Response ◽  
Aotearoa New Zealand ◽  
Media And Technology

Purpose The purpose of this paper is to report on a small, exploratory research project focusing on librarian and parent/caregiver opinions of, and reactions to, the use of digital media and technology in public library storytimes for preschool children in Aotearoa New Zealand. Design/methodology/approach Telephone interviews with librarians and an online survey of parent/caregivers were undertaken. Findings The research found a mixed response to digital storytimes. Those who had not attended or presented digital storytime sessions were largely opposed to the practice, while those who had participated in a storytime using digital media generally held more positive views. Key concerns were focused on the amount of screentime young children should have and a lack of human interaction. Supporters appreciated the introduction of some basic digital literacy skills and the variety that technology could bring to storytime sessions. Research limitations/implications Both samples were small and self-selecting. The use of an online survey meant a bias in the sample toward those with access to appropriate information communication technology as well as a self-selection bias. Practical implications The paper suggests some developments in practice and approach if librarians are going to play the role of media mentors in their communities. Originality/value This is the first study focusing on the development of digital storytimes in Aotearoa New Zealand and adds to knowledge and understanding of key stakeholder views of the inclusion of digital media and technology in public library programming for young children.

The myth of sharing publicly as 21st century literacy

2019 ◽  
Vol 36 (2) ◽  
pp. 94-103
Author(s):  
Stephanie Schmier
Keyword(s):  
Digital Media ◽  
Digital Literacy ◽  
Literacy Practices ◽  
Participant Observation ◽  
Digital Technologies ◽  
American Girl ◽  
Content Type ◽  
Online Social Media ◽  
The Usa ◽  
Digital Media Studies

Purpose This paper highlights the fluidity with which youth make decisions about engaging with digital technologies including online social media. Specifically, the purpose of this paper is to explore the possibilities that literacy curriculum that centers digital technologies can have for students from immigrant communities through tracing the case of a Bangladeshi–American girl named Sabina. Design/methodology/approach Grounded in a transliteracies frame, this qualitative case study explores the digital literacy practices of youth in an urban public secondary school in the USA. Data collection included participant observation across various spaces including an eighth grade digital media studies class, school cafeteria and hallways, participants’ homes and online communities. Further data included formal interviews, informal conversations and digital and print artifact collection. Data were analyzed through the lenses of flow and space–time path. Findings The findings of this paper highlight how Sabina made space for social networking using digital technologies on her own terms as well as how the ways that she collaborated through the use of digital technologies created opportunities for her to be an active participant in her social worlds across home and school contexts. Originality/value Analyzing Sabina’s digital literacy practices across diverse social spaces offers insights for educators to create opportunities for diverse youth to leverage digital technologies to support skills such as collaboration and civic engagement, which have been identified as defining characteristics of twenty-first century literacies. This case points to the imperative for teachers to create connected learning classrooms that offer opportunities for youth to use digital technologies to support their efforts to make change in the world on their own terms.

Towards global music digital libraries

2016 ◽  
Vol 72 (5) ◽  
pp. 858-877 ◽  
Author(s):  
Xiao Hu ◽  
Jin Ha Lee
Keyword(s):  
Hong Kong ◽  
Digital Libraries ◽  
Online Survey ◽  
Cross Cultural ◽  
Cultural Groups ◽  
Content Type ◽  
Chinese Music ◽  
Information Retrieval Evaluation ◽  
The Usa ◽  
Music Information

Purpose The purpose of this paper is to compare music mood perceptions of people with diverse cultural backgrounds when they interact with Chinese music. It also discusses how the results can inform the design of global music digital libraries (MDL). Design/methodology/approach An online survey was designed based on the Music Information Retrieval Evaluation eXchange (MIREX) five-cluster mood model, to solicit mood perceptions of listeners in Hong Kong and the USA on a diverse set of Chinese music. Statistical analysis was applied to compare responses from the two user groups, with consideration of different music types and characteristics of listeners. Listeners’ textual responses were also analyzed with content coding. Findings Listeners from the two cultural groups made different mood judgments on all but one type of Chinese music. Hong Kong listeners reached higher levels of agreement on mood judgments than their US counterparts. Gender, age and familiarity with the songs were related to listeners’ mood judgment to some extent. Practical implications The MIREX five-cluster model may not be sufficient for representing the mood of Chinese music. Refinements are suggested. MDL are recommended to differentiate tags given by users from different cultural groups, and to differentiate music types when classifying or recommending Chinese music by mood. Originality/value It is the first study on cross-cultural access to Chinese music in MDL. Methods and the refined mood model can be applied to cross-cultural access to other music types and information objects.

Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement

2018 ◽  
Vol 12 (3) ◽  
pp. 258-273 ◽  
Author(s):  
Andrew J. Dahl ◽  
Anthony M. D’Alessandro ◽  
James W. Peltier ◽  
Eric L. Swan
Keyword(s):  
Digital Media ◽  
Online Survey ◽  
Digital Natives ◽  
Perceived Effectiveness ◽  
Diverse Range ◽  
Versus Content ◽  
Content Type ◽  
Differential Effects ◽  
Generational Groups ◽  
Social Cause

Purpose Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors. Design/methodology/approach The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate and multiple regression analyses to examine the differential effects of a diverse range of media influencing the perceived effectiveness of social cause referrals from a family member versus a close friend. Findings The results identify the combination of omni-channel touchpoints most likely to be effective for enhancing organ donation support and registration efforts as part of social referral campaigns. The findings suggest differences exist based on whether the campaign targets family members or friends. Research limitations/implications The research focuses on digital natives and does not address differences that may vary by specific messages shared across generational groups or ethnicities. More research is also necessary, which examines the effects of digital consumption versus content creation behaviors. Practical implications The paper includes implications for social marketers looking at increasing viral reach and engagement via social referral campaigns. Marketers should integrate the omni-channel touchpoints deemed to be most effective for each target based on specific campaign goals. Originality/value This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints.

Path to effective mobile advertising in Asian markets

2019 ◽  
Vol 31 (1) ◽  
pp. 55-80 ◽  
Author(s):  
Ying Wang ◽  
Ebru Genç
Keyword(s):  
South Korea ◽  
Structural Equation ◽  
Integrated Model ◽  
Cross Cultural ◽  
Intention To Use ◽  
Mobile Advertising ◽  
Content Type ◽  
South Korean ◽  
Asian Consumers ◽  
The Impact

Purpose The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the unique characteristics of Asian consumers. Design/methodology/approach The survey research method has been used to collect data among young mobile users in China and South Korea. A structural equation model (SEM) technique is employed to analyze the data. Findings The results show that Chinese and South Korean consumers share similar beliefs and attitudes toward mobile advertising. Perceived informational usefulness, perceived entertainment usefulness, perceived ease of ease and credibility emerge as significant belief factors positively influencing attitude in both countries. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of consumers’ intention to use mobile advertising in both countries. The effects of perceived social usefulness on attitude and incentive on intention to use demonstrate different patterns between the Chinese and South Korean samples. Practical implications The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility and entertainment values are the keys. Meanwhile, providing relevant information in easy to use format is also an important issue. Originality/value Based on the established advertising theories, this study proposes an integrated model to examine how beliefs, attitude and other influencing factors affect mobile advertising effectiveness among Chinese and South Korean consumers. This research provides insights into the uniqueness and effectiveness of the new mobile medium as opposed to traditional media. Furthermore, this study deepens the understanding of advertising hierarchy effects in an international setting by examining similarities and differences between China and South Korea. Most of existing cross-cultural studies choose cultures that are sharply contrast to gain significant findings and to support established cross-cultural theories. It is also very important for researchers to examine cultures that are relatively similar to gain a better understanding of the impact of culture. The study answers such a call.

Exploring market-oriented relations in the digital era

2020 ◽  
Vol 24 (1) ◽  
pp. 65-82
Author(s):  
Suk Chong Tong ◽  
Fanny Fong Yee Chan
Keyword(s):  
Public Relations ◽  
Digital Media ◽  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Equation Modeling ◽  
Content Type ◽  
Media Usage ◽  
Positive Effects ◽  
Digital Era

PurposeMarket-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study attempts to discuss market-oriented relations in the digital era in which public relations and marketing practitioners' involvement in managing market-oriented relations was simultaneously related to their perceptions of interactivity effects, value of public relations and benefits of digital media usage in public relations practices.Design/methodology/approachA self-administrated online survey targeting 241 practitioners engaged in coordinating public relations activities in Hong Kong was conducted in 2017.FindingsStructural equation modeling (SEM) analysis showed that practitioners' involvement in market-oriented relations practices had significant positive effects on their perceptions of interactivity effects, value of public relations and benefits of digital media usage. Practitioners' perceptions of interactivity effects and benefits of digital media usage were positively affected by their perceptions of public relations value, particularly public relations effectiveness. Clients' profitability and business intelligence, as well as interactivity effects in terms of involvement and perceived customization were practitioners' key concerns in managing market-oriented relations.Originality/valueThis study explores how practitioners of public relations and marketing perceived and practiced public relations in the digital era. Specifically, the conception of market-oriented relations in regard to the use of digital media was discussed in the proposed structural model.

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