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 inf...

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Detalhes bibliográficos
Autores: Feijoó Fernández, Beatriz, Sádaba, Charo
Tipo de documento: artigo
Data de publicação:2025
País:España
Recursos:Universidad Villanueva (UV)
Repositório:DIGI-UV. Repositorio Digital de la Universidad Villanueva
OAI Identifier:oai:digiuv.villanueva.edu:20.500.12766/699
Acesso em linha:https://hdl.handle.net/20.500.12766/699
Access Level:Acceso aberto
Palavra-chave:Comunicación Audiovisual
Advertising literacy
Body image concerns
Appearance
Adolescents
Influencer marketing
Sponsored content
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spelling Adolescents’ advertising literacy and body self-perception in the face of influencer marketingAlfabetización publicitaria y autopercepción corporal de los adolescentes ante el marketing de influenciadoresFeijoó Fernández, BeatrizSádaba, CharoComunicación AudiovisualAdvertising literacyBody image concernsAppearanceAdolescentsInfluencer marketingSponsored contentIn 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.En la sociedad actual, la gente está cada vez más preocupada por su cuerpo y los profesionales del marketing son muy conscientes de ello. Como resultado, los influenciadores han empezado a incorporar contenido con un protagonismo especial del cuerpo y de la apariencia, especialmente cuando al promocionar marcas de moda, alimentación, cosmética, belleza o fitness. Esto, junto con la incidencia que el estilo de vida de los influenciadores tiene en la imagen corporal de los usuarios, hace necesario un análisis más detallado de las medidas que pueden proteger al público, principalmente a los jóvenes, del impacto de estas publicaciones que, a menudo, desdibujan los límites entre el contenido orgánico y el patrocinado. Este estudio plantea la posibilidad de que uno de estos filtros para proteger a este grupo de edad de los contenidos patrocinados de influenciadores que explotan el argumento de la imagen sea su nivel de alfabetización publicitaria. Mediante una encuesta aplicada a 1055 adolescentes de 11 a 17 años residentes en España entre abril y junio de 2022 se pudo comprobar la relación significativa entre la preocupación de los adolescentes por su imagen corporal y su nivel de alfabetización publicitaria ante estos contenidos, especialmente en el establecimiento de metas para conseguir el cuerpo perfecto y la importancia del aspecto físico en su autopercepción. El género, la edad y el nivel socioeconómico de los encuestados introducen matices en los resultados. La discusión es relevante para empresas que incluyen influenciadores en sus estrategias de marketing, familias, educadores y administraciones públicas.ComunicaciónFacultad de Comunicación UC, Chile2025info:eu-repo/semantics/articlehttps://hdl.handle.net/20.500.12766/699reponame:DIGI-UV. Repositorio Digital de la Universidad Villanuevainstname:Universidad Villanueva (UV)Ingléshttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:digiuv.villanueva.edu:20.500.12766/6992026-06-11T12:44:17Z
dc.title.none.fl_str_mv Adolescents’ advertising literacy and body self-perception in the face of influencer marketing
Alfabetización publicitaria y autopercepción corporal de los adolescentes ante el marketing de influenciadores
title Adolescents’ advertising literacy and body self-perception in the face of influencer marketing
spellingShingle Adolescents’ advertising literacy and body self-perception in the face of influencer marketing
Feijoó Fernández, Beatriz
Comunicación Audiovisual
Advertising literacy
Body image concerns
Appearance
Adolescents
Influencer marketing
Sponsored content
title_short 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_sort Adolescents’ advertising literacy and body self-perception in the face of influencer marketing
dc.creator.none.fl_str_mv Feijoó Fernández, Beatriz
Sádaba, Charo
author Feijoó Fernández, Beatriz
author_facet Feijoó Fernández, Beatriz
Sádaba, Charo
author_role author
author2 Sádaba, Charo
author2_role author
dc.subject.none.fl_str_mv Comunicación Audiovisual
Advertising literacy
Body image concerns
Appearance
Adolescents
Influencer marketing
Sponsored content
topic Comunicación Audiovisual
Advertising literacy
Body image concerns
Appearance
Adolescents
Influencer marketing
Sponsored content
description 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.
publishDate 2025
dc.date.none.fl_str_mv 2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.12766/699
url https://hdl.handle.net/20.500.12766/699
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Facultad de Comunicación UC, Chile
publisher.none.fl_str_mv Facultad de Comunicación UC, Chile
dc.source.none.fl_str_mv reponame:DIGI-UV. Repositorio Digital de la Universidad Villanueva
instname:Universidad Villanueva (UV)
instname_str Universidad Villanueva (UV)
reponame_str DIGI-UV. Repositorio Digital de la Universidad Villanueva
collection DIGI-UV. Repositorio Digital de la Universidad Villanueva
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,81155

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