Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures

Increasingly, online video creators are promoting brands to their network of adolescent followers, a phenomenon known as video influencer marketing. Both the vulnerability of adolescents and the lack of sponsorship disclosures raise concerns about the ethics of influencer marketing. Through focus groups (20 participants, aged 12 to 16), we investigated adolescents’ awareness and understanding of the presence of persuasive content in influencer...