Percepción de la publicidad en los medios interactivos, una cuestión de congruencia

Abstract

Interactive media are shifting traditional medi a in terms of audience, this phenomena is particularly significant among youth. Severa l research studies focus on youth behavior consumption on the interactive media, although there is a lack of focus on important questions such as the advertising exposure and their influence. An analysis of the values embodied on interactive ads placed on the most visited site s by this target made us concern about their influence. This study aims first to identify patte rns of consumption in the interactive environment, secondly to know to what extent these values are adopted in the interactive media advertising from a a classification of eight types of values: transgression and adventure, altruistic, normative, idealistic, competitive, hedonistic, focusing on image and gregarious. Fi nally, we analyze the relationship among Internet use, user ´s profiles and identification with the ads values. The study is based on correlation methodology. A questionna ire was used for the data gathering, the sample size was 323 children between 14 and 19 years old selected from several high school centers. The results show that one can identify various patterns of users in interactive media consumption depending on the intensity and attitude toward the media. The discrimination in the profile user behavior is associated with the skeptical attitude towards the Internet versus confident, and with an exploratory web pattern behavior. Moreover, the participants have identified more with the values related to regulatory issues, gregarious, idealistic, and competitive, being the latter two the most frequent in the interactive ads. Only those who are most identified with the values of adventure and lawless and personal image were found to have a significant relationship with their confident attitude and exploratory behavior in the Internet.