Perception of Native Advertising in the Digital Space by Younger Primary School Pupils

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https://doi.org/10.54937/2026.9788056112410.397-404

Autor/ Author: Klára Pátereková

In: DOKOR 2025. Recenzovaný zborník z interdisciplinárnej doktorandskej konferencie

ISBN: 978-80-561-1241-0

Strany/ Page Range: 397-404

Rok vydania/ Publication Year: 2026

Jazyk/ Language: Slovak

Vydavateľ/ Publisher: VERBUM – vydavateľstvo Katolíckej univerzity v Ružomberku

Abstrakt/ Abstract: Digital advertising represents a part of the online environment in which children have been moving from an early age. Despite the growing presence of children on social networks and their daily exposure to advertising content, the question of their ability to critically perceive and recognize advertising messages in the digital environment remains. This research examines how third and fourth grade primary school students perceive and recognize advertising in online space, with particular focus on sophisticated forms of hidden advertising, such as influencer marketing and sponsored search results. The main aim of the research was to determine whether there is a discrepancy between the declared and actual ability of children to identify advertising content, and to analyze how the media literacy of younger school-age students affects their vulnerability to manipulative marketing practices. The research combined quantitative and qualitative methods, using a questionnaire inspired by the methodology of the British regulator Ofcom, semi-structured interviews, and practical testing of the ability to recognize specific examples of digital advertising. The results have significant implications for the education system, media policy makers, and parents who are looking for effective ways to protect children from unethical marketing practices while developing their critical thinking in the digital age.

Kľúčové slová/ Keywords: social media, advertising, younger primary school pupils

Citácia/ How to cite:

PÁTEREKOVÁ, Klára, 2026. Vnímanie natívnej reklamy v digitálnom prostredí žiakmi mladšieho školského veku. In: DOKOR 2025. Recenzovaný zborník z interdisciplinárnej doktorandskej konferencie. Online. Ružomberok: VERBUM – vydavateľstvo Katolíckej univerzity v Ružomberku, 2026, s. 397-404. ISBN 978-80-561-1241-0. Dostupné na: https://doi.org/10.54937/2026.9788056112410.397-404

Toto dielo je publikované pod/ This work is licensed under a Creative Commons Attribution 4.0 International License.