A moderated mediation model of the relationship between adolescent screentime, online privacy cognitions and exposure to online substance marketing

Abstract

AbstractAdolescent exposure to substance‐related marketing is associated with subsequent substance initiation and progression. The extent to which adolescents are exposed to such content may be associated with adolescent cognitions about digital privacy and media‐specific parenting behaviours. The present study assesses whether the relationship between screentime and online marketing risk is mediated by adolescent digital privacy‐related cognitions and moderated by media‐specific parenting behaviours. Parents and their 10–14‐year‐old adolescents (n = 960) completed an online survey on media parenting techniques and adolescent media use and attitudes. Associations between screentime, Adolescent Cognitions about Online Privacy (ACOP; comprising privacy‐related attitudes, subjective norms and perceived behavioural control), TECH parenting (Talk, Educate, Co‐Use, House Rules) and adolescent online marketing exposure were explored via a moderated mediation model. A significant total effect between screentime and online marketing exposure was identified, including an indirect path via ACOP. TECH parenting significantly strengthened ACOP's mediation of the relationship between screentime and online marketing risk. This study indicates that adolescent privacy‐related cognitions may be an important mechanism for future studies related to adolescent online risk behaviour. Implications for child and family social work are discussed.