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...

Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNSs) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this paper with a view to exploring the uses and gratifications (U and...

Purpose – The aim of this article is to explore children's understanding of television advertising intent. Design/methodology/approach – A different perspective on advertising intent is offered in this paper, as evidenced in an interpretive study of Irish children, aged between seven and...