Abstract
Young people are constantly targeted by online advertisements. This systematic literature review aims to identify the principal factors that influence young people's attitude towards online advertising. It seeks to understand if the influence of online advertising is dependent on gender and age differences in young people. The methodology involves the systematic review of empirical studies published from 1994 to 2020 and identifies the factors that impact young people's attitude towards online advertising. The review commences with a scoping study and follows the PRISMA structure, which includes identifying studies, screening and evaluation, the analysis and synthesis of studies, and the presentation of the final studies. This work reveals two main observations from a thematic content analysis of the appraised studies. The first relates to the principal factors influencing young people's attitude towards advertising. These factors comprise informativeness, entertainment, irritation, credibility, personalisation, and interactivity. In general, studies show that when informativeness, entertainment, credibility and interactivity are present, the more positive the attitude towards advertising is, while irritation fosters an unfavourable attitude. Studies provide a dichotomous stand on personalisation. The second relates to young people's age and gender. Our review notes that earlier studies lack focus on audiences predominantly between 10 and 15 years.Keywords: Attitude towards online advertising, advertising value, young peopleJEL Classifications: M31, M37DOI: https://doi.org/10.32479/irmm.11398
Highlights
Young people total more than 1.8 billion, or 23.7 per cent of the world’s population (UNFPA, 2020). Eurostat (2020) revealed that almost 94 per cent of young people in Europe surf the Internet daily
We explored literature that informed us of online advertising characteristics, the nature of retargeting, young audiences, attitude towards advertising, and the value of advertising
Following a thematic content analysis of the papers and the key topics discussed in the theoretical background, two main themes emerged: (1) the principal factors affecting attitude, and (2) how young people are affected based on their age and gender
Summary
Young people total more than 1.8 billion, or 23.7 per cent of the world’s population (UNFPA, 2020). Eurostat (2020) revealed that almost 94 per cent of young people in Europe surf the Internet daily. Eurostat (2020) revealed that almost 94 per cent of young people in Europe surf the Internet daily. In this light, young people have become an important audience for many online advertisers (Bitner and Albinsson, 2017). Advertisers can reach and influence many target users at a significantly lower marketing cost, making this tool one of the most powerful and persuasive of all forms (Kafka and Molla, 2017). Internet accessibility has made online advertising a vital tool for many marketers to generate awareness, instil desire, provide information, and influence customer attitudes (Duffett, 2017). One aspect which studies focused on is the individual’s attitudes towards advertising
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