The effect of age and social media usage on recognizing and remembering advertisements on Instagram.

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dc.contributor.advisorTroncoso Ruiz, A.
dc.contributor.advisorMena Montes, N.
dc.contributor.authorAlem, M. van
dc.date.issued2024-07-04
dc.description.abstractThis study examined how age and social media usage affect the recognition and memory of advertisements on Instagram. Three research questions were posed: how does age impact ad recognition and memory, and how does social media use influence ad recognition? It was hypothesized that both age and social media usage would significantly affect ad memory and recognition. Participants viewed an Instagram account for one minute, featuring ten regular posts and five sponsored posts tagged with #sponsored. Afterwards, they were questioned about their social media usage and what they remembered. The results indicated that younger participants were significantly better at recognizing and remembering the sponsored posts. However, no significant effect of social media usage was found, as heavy users did not outperform light users in recognizing the ads. Additionally, there were no interaction effects between age and social media usage
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17852
dc.language.isoen
dc.thesis.facultyFaculteit der Letteren
dc.thesis.specialisationspecialisations::Faculteit der Letteren::Master Communicatie- en informatiewetenschappen::Global Communication and Diversity
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Letteren::Master Communicatie- en informatiewetenschappen
dc.thesis.typeMaster
dc.titleThe effect of age and social media usage on recognizing and remembering advertisements on Instagram.
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