Exploring teenagers and their parents’ contradicting ethical judgements towards influencer marketing

Abstract

Purpose: This study explores the reflections and insights of adolescents (aged 11 to 17) and their parents concerning influencer marketing on social media. The focus is on advertising literacy and associated ethical perspectives, including consumer autonomy and the right to know. Methodology: The research involved conducting 40 interviews with both teenagers and one of their parents. Findings: The results indicate a contrasting view between adolescents and their parents. While parents emphasized the importance of clear explanations in sponsored posts regarding their commercial nature, the adolescent respondents did not share the same sentiment. They did not consider it necessary for influencers to disclose the advertising aspect of their content. Furthermore, the study reveals that parents' reflections largely omit references to the moral implications of honesty and the right to know in influencer marketing. Originality: These findings highlight the need for a deeper understanding of the dynamics surrounding influencer marketing and the vital role parents can play in fostering ethical advertising literacy among teenagers.