Consequences of Advertising Literacy among College Studentsopen accessConsequences of Advertising Literacy among College Students
- Other Titles
- Consequences of Advertising Literacy among College Students
- Authors
- 엄남현
- Issue Date
- Sep-2023
- Publisher
- 한국콘텐츠학회
- Keywords
- Advertising Literacy; Skepticism Toward Advertising; Advertising Value; Attitude Toward Advertising
- Citation
- International Journal of Contents, v.19, no.3, pp.122 - 128
- Journal Title
- International Journal of Contents
- Volume
- 19
- Number
- 3
- Start Page
- 122
- End Page
- 128
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/31767
- DOI
- 10.5392/IJoC.2023.19.3.122
- ISSN
- 1738-6764
- Abstract
- Due to recent developments in the media landscape, the lines between the commercial message and media content have blurred and consumers’ advertising literacy is being challenged. Thus, a required skill and ability in our digital age is advertising literacy. This study is designed to investigate what consequences from advertising literacy arise. In such terms, this study proposes skepticism toward advertising, perception of advertising value, and attitude toward advertising. Study findings suggest that advertising literacy is likely to decrease consumers’ skepticism toward advertising and enhance their attitude toward ad. In addition, this study finds that advertising literacy increases consumers’ perceived value of advertising. Further research is proposed.
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Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
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