Young consumers' brand communications literacy in a social networking site context

摘要

Purpose - While substantial scholarly attention has been given to children's understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children's commercial awareness in the context of online social networking sites. This paper aims to seek to explore the nature and extent of advertising literacy among young consumers in the context of their use of social networking sites, namely, Facebook and Bebo.