A qualitative study exploring teenagers and their parents’ ethical judgments toward influencers as brand ambassadors

Abstract

PurposeThe purpose of this study is exploring teenagers’ (aged 11–17) and their parents’ reflections and insights regarding influencer marketing on social media, with a particular focus on advertising literacy and associated ethical perspectives. It examines the impact of influencer marketing on teenagers’ decision-making processes and emphasizes the importance of influencers clearly indicating their advertising collaborations. The study delves into the ethical aspects of advertising literacy, highlighting the significant role that transparent signaling of commercial collaborations plays.Design/methodology/approachThe research involved conducting 40 interviews with both teenagers and one of their parents.FindingsThe study highlights a divergence in perspectives between teenagers and their parents regarding influencer marketing. While parents emphasized the importance of influencers clearly disclosing the commercial nature of sponsored content, teenagers did not see this as necessary. Additionally, the study found that parents often overlooked the ethical implications of honesty in influencer marketing discussions.Originality/valueThese findings underscore the importance of further exploring the complexities surrounding influencer marketing dynamics and the crucial role that parents can play in promoting ethical advertising literacy among teenagers.