‘You talking to me?’ The influence of peer communication on adolescents’ persuasion knowledge and attitude towards social advertisements

摘要: ABSTRACTThis article examines how peer communication among adolescents (14–16 years) affects the evaluation of social advertising (i.e. targeted ad that adopts proof heuristic by using an individual’s ties as endorsers for a brand) on networking sites (SNSs). More precisely, focus lies engaging in online chatting these platforms alters persuasion knowledge and attitude towards ad. In order to test this, two between-subjects experiments were conducted which chatted with peers mock SNS contained Experiment 1, results reveal generates more positive when they have engaged communication, at same time, triggers less knowledge. 2, depth relationship between chatters (tie strength) plays significant moderating role strong yields greater effects, compared we...