Consumo de las plataformas sociales en internet y escepticismo a la publicidad

  1. Belinda De-Frutos-Torres 1
  2. Ana Pastor-Rodríguez 1
  3. Noemí Martín-García 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2021

Issue Title: Imágenes y verdad/ Images and truth

Volume: 30

Issue: 2

Type: Article

DOI: 10.3145/EPI.2021.MAR.04 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Abstract

After a period of intense use of social networking sites (SNS), users begin to think about their consequences. The latest IAB study on SNS highlights that 87% of internet users aged between 16 and 65 years are active on SNS (IAB, 2020). Following brand profiles, one of the activities on social networking sites, decreased from 81% in 2018 to 52% in 2020 among users (IAB, 2020). One question that arises from this massive use of social networking apps is their commercial profit. Advertising activity on SNS has been becoming more sophisticated with technology development and the application of algorithms based on collected users’ data, resulting in an elaborate process that is difficult for the audience to follow. This work questions the extent to which users and consumers are aware of the new types of commercial use of such media and the implications. The starting hypothesis is that greater personal involvement with social media platforms favors a predisposition to interact with advertising. Previous studies have identified a rejection of advertising on interactive media. SNS has circumstances that favor the interaction of users, which in turn places them in a situation of greater vulnerability towards commercial actions. A sample of 666 people aged between 25 and 65 years was collected by the snowball method. The results reveal a positive association between SNS use, participation with advertising actions, and confidence in commercial brands. Contrary to expectations, skepticism towards advertising is not related to participation with advertising actions.

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