Abstract

How well are adolescents prepared to competently cope with sponsored influencer content? This article provides a systematic mapping of influencer-specific dispositional persuasion knowledge in the five dimensions proposed by the persuasion knowledge model (PKM). In twenty-three focus groups with 132 German adolescents between eleven and fifteen years of age, the author found that adolescents are well aware of sponsored influencer posts, even if they might overestimate their knowledge. Specifically, the author observed a tension in adolescents between their knowledge that sponsored content is advertising and should be scrutinized skeptically and their identification with particular influencers.

摘要

青少年准备好应对赞助的影响者内容的准备情况如何？本文在说服知识模型（PKM）提出的五个维度中提供了影响者特定性格说服知识的系统映射。在 132 名 11 至 15 岁的德国青少年的 23 个焦点小组中，作者发现青少年非常了解赞助的影响者帖子，即使他们可能高估了自己的知识。具体来说，作者观察到青少年在他们知道赞助内容是广告并且应该受到怀疑的审查与他们对特定影响者的认同之间存在紧张关系。