Dataset Information

Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment.

ABSTRACT: Recent studies suggest that adolescents are spending significant amounts of time on social media. Brands are taking advantage of this fact and actively using social media to reach adolescent consumers, primarily via social media influencers. Adolescents consider the sponsored brand posts by social media influencers to be trustworthy and honest, thus reducing their critical evaluation of the ads. While several researchers have pointed to the critical role that parents play in their adolescents becoming digitally literate and empowered, there is little understanding of parental views and drivers of parental views on social media influencers and means by which they mediate their adolescents' exposure to social media influencers. Our specific research questions are the following: (a) How does parents' use of social media relate to their attitudes toward and mediation of social media influencers? (b) What is the role of psychological empowerment in enabling the relationship? Through a survey of approximately 200 mothers of adolescents (between the ages of 11 and 17 years), we examine how parents' social media usage (active or passive) is related to their views toward social media influencers and mediation of social media influencers. We find that active (vs. passive) use of social media by parents led them to significantly (vs. not significantly) mediate social media influencers' impact. Passive (vs. active) use of social media led to parents having a significant (vs. not significant) positive view of social media influencers. We explain this direct relationship by the level and kind of psychological empowerment (intrapersonal or interactional) that a parent experiences. Intrapersonal empowerment is related to self-efficacy, perceived competence, and desire for control, whereas interactional empowerment is related to an individual's engagement in collective action and interactions with others. We find that active use of parental mediation increases intrapersonal empowerment resulting in parental mediation of social media influencers but has no effect on their positive or negative views on social media influencers. Moreover, passive use of social media results in interactional empowerment but has no significant impact on parental mediation but is related to positive views of social media influencers. Implications for regulators, practitioners, and parents are then discussed.

SUBMITTER: Lin MH

PROVIDER: S-EPMC6909972 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment.

Lin Meng-Hsien MH Vijayalakshmi Akshaya A Laczniak Russell R

Frontiers in psychology 20191206

Recent studies suggest that adolescents are spending significant amounts of time on social media. Brands are taking advantage of this fact and actively using social media to reach adolescent consumers, primarily <i>via</i> social media influencers. Adolescents consider the sponsored brand posts by social media influencers to be trustworthy and honest, thus reducing their critical evaluation of the ads. While several researchers have pointed to the critical role that parents play in their adolesc ...[more]

PMID: 31866895

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Project description:BackgroundWhile anti-vaccine messages on social media have been studied for content, reach, and effectiveness, less is known about those who create and promote the messages. Online influencers, or 'everyday people who are influential within their online social networks', are viewed as trusted voices who are often making similar life decisions as their followers. Therefore, their experiences with and perspectives on health issues can be persuasive.MethodsWe collaborated with a formal network of online influencers to interview, using a semi-structured interview guide, vaccine hesitant influencer mothers about their views on vaccination; their process for developing health-related social media content; their motivation to promote anti-vaccine messages; and their opinions on current vaccination messaging. Prescreening ensured a diverse sample by race/ethnicity, age, education, number of children, and geographic residence. Interviews occurred by telephone, were audio recorded, and transcribed. Themes were generated independently by two coders using a deductive coding approach.ResultsWe interviewed 15 online influencer mothers from across the U.S. (average age 39 years old; all married; 13 Caucasian, 1 African American, 1 Hispanic). In some capacity, 5 of the 15 wrote about vaccination on their blog. Those who chose not to post anti-vaccine content did so for fear of alienating followers or having their platform be the site of combative discourse among readers. When researching their social media posts, the influencers did not trust mainstream sources of health information and relied on alternative sources and search engines.ImplicationsThis exploratory study interviewed influential mothers who have the ability to spread anti-vaccine messages on social media. While most do not contribute to the anti-vaccine sentiment, understanding the motivation and practices of those that do assists the public health community in better understanding the online vaccination communication environment, leading to more effective messages to counterbalance anti-vaccine content on social media.

Project description:BackgroundThe Human papillomavirus vaccine (HPV) is an essential tool for the prevention of HPV-related cancers. In Puerto Rico, the Secretary of Health established a school entry requirement of at least one dose of HPV vaccination in girls and boys aged 11 and 12 years, taking effect in August 2018. Our study aimed to examine parents' and guardians' views of unvaccinated children about the process of implementation of the new HPV vaccination school entry policy in Puerto Rico and identify potential barriers and facilitators related to the implementation of this requirement.MethodsDuring April through November 2019, we conducted three focus groups (n = 12) and eight in-depth semi-structured interviews with parents of children aged 11 and 12 who had not yet initiated the HPV vaccine series. The interview topics addressed were: perception of vaccination, HPV vaccine and it is inclusion as new school entry requirement practice, procedure of the sources of information, influencers, and willingness to change. The interviews were recorded and transcribed by our staff members. We identified emergent themes through thematic analysis.ResultsThe participants' perspective on the HPV vaccine school requirement was mixed. Lack of information of the HPV vaccines and lack of communication about the school-entry requirement were the themes most mentioned in the interviews. Moreover, previous negative experiences from friends or family members and adverse effects deterred some participants from vaccinating their kids. We discussed barriers in the process of soliciting an exemption.ConclusionMost barriers mentioned by study participants are modifiable. Information about the HPV vaccine mandate's implementation and educational materials regarding HPV vaccine safety need to be provided to address parents' concerns related to the vaccine's side effects. Schools (teachers, principal directors, and administrative staff), the government, and parent organizations need to be part of these efforts. This multilevel approach will help to improve disseminating information about HPV vaccination to clarify doubts and misinformation among parents.

Dataset Information

Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment.

Publications

Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment.

Similar Datasets

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