Reliability and validity of children’s advertising exposure measures
نویسندگان
چکیده
Purpose The aim of this study is to determine which previously used survey measures can be considered the most appropriate assess children’s advertising exposure. First, three levels content specificity for assessing exposure were distinguished as follows: medium, broad and specific (i.e. commercial) content. Second, using longitudinal data from 165 children between 8 11 years old, test-retest reliability validity all examined. Design/methodology/approach Due societal concerns about effects on well-being, research into topic expanding. To enhance knowledge accumulation bring uniformity field, a validated standard measure needed. provide such television internet advertising. Findings findings suggest that provided solid estimates Yet, due minor differences in validity, it may concluded best measured by asking how often they watch certain popular (commercial) networks, either weighting or not density. Internet use visit websites, Originality/value current through traditional media easily adapted fit new media.
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ژورنال
عنوان ژورنال: Young Consumers: Insight and Ideas for Responsible Marketers
سال: 2021
ISSN: ['1747-3616', '1758-7212']
DOI: https://doi.org/10.1108/yc-10-2020-1243