Understanding the YouTube generation : how preschoolers process television and YouTube advertising

Preschool children are generally assumed to lack the skills to critically respond to advertising despite being exposed to a high number of advertising messages while watching videos on YouTube. However, research on how preschool children process YouTube advertising is scarce. This study conducts an experiment to examine how preschool children's (4-5 years old, N = 62) responses to video advertising (20-second toy commercial) vary between YouTube and television viewing. The results suggest that almost half of the children were able to distinguish advertising from regular media content, and almost 70% of the children could correctly identify that the video was advertising. No differences were found between the two media. Children were not skeptical toward the video advertisement. With regard to ad effects, the results show low brand and product recall, whereas aided recall was higher (around 40% of the children could correctly recognize the product and brand shown in the advertisement). These findings suggest that 4-5-year-old children already have a proper understanding of advertising, but lack a critical attitude. Furthermore, children's advertising literacy does not vary between YouTube and television advertising

Parent-child communication about internet use and acceptance of parental authority

Structural equation modeling is applied to investigate how parents' communication with their child about his or her Internet use is linked to the child's acceptance of parental authority in the context of Internet use, and how this in turn is linked to the child's social media behavior. This study surveyed children aged 13 to 18 and their mothers and fathers (N = 357 families) and found that acceptance of parental authority is a key factor in the effectiveness of parental mediation. It is recommended that parental mediation is studied as a dynamic process shaped by both parents and children

A study on the knowledge, attitudes, and behaviors of pregnant women regarding HIV and routine rapid testing : an assessment in a high-risk marginal area

Acquired immunodeficiency syndrome (AIDS) is one of the main obstacles to communities' development. The disease mostly involves active and productive population groups. This study aimed to determine the knowledge, attitudes, and behaviors of pregnant women regarding HIV prevention and rapid HIV tests. Pregnant women who were referred to the local health centers and who were willing to participate in the study were interviewed. To collect data, a standard questionnaire was used among 200 pregnant women in eight local health centers of Kermanshah, Iran. The survey contained 50 questions on demographic characteristics and the knowledge, attitudes, and behaviors regarding HIV/AIDS prevention and rapid tests for pregnant women. Although the majority (82.5%) of the pregnant women knew that mother-to-child HIV transmission during pregnancy was possible, fewer than half (48.2%) of them knew that HIV can be transmitted from mother to child through breastfeeding. Only 22.5% of pregnant women knew that a Cesarean section for HIV-positive mothers is recommended. The mean attitudes of pregnant women toward HIV prevention and HIV rapid testing were 4.5 (SD = 0.4) and 4 (SD = 0.3), respectively. Of the women, 11.5% had participated in an HIV rapid test counseling class, and 25.5% had participated in HIV education and counseling classes. The low knowledge of mothers regarding HIV transmission highlights the need for education and counseling classes and campaigns to improve knowledge and behaviors related to HIV prevention, especially during pregnancy for women in marginal regions

Adoption of a contact tracing app for containing COVID-19 : a health belief model approach

Background: To track and reduce the spread of COVID-19, apps have been developed to identify contact with individuals infected with SARS-CoV-2 and warn those who are at risk of having contracted the virus. However, the effectiveness of these apps depends highly on their uptake by the general population. Objective: The present study investigated factors influencing app use intention, based on the health belief model. In addition, associations with respondents’ level of news consumption and their health condition were investigated. Methods: A survey was administered in Flanders, Belgium, to 1500 respondents, aged 18 to 64 years. Structural equation modeling was used to investigate relationships across the model’s constructs. Results: In total, 48.70% (n=730) of respondents indicated that they intend to use a COVID-19 tracing app. The most important predictor was the perceived benefits of the app, followed by self-efficacy and perceived barriers. Perceived severity and perceived susceptibility were not related to app uptake intention. Moreover, cues to action (ie, individuals’ exposure to [digital] media content) were positively associated with app use intention. As the respondents’ age increased, their perceived benefits and self-efficacy for app usage decreased. Conclusions: Initiatives to stimulate the uptake of contact tracing apps should enhance perceived benefits and self-efficacy. A perceived barrier for some potential users is privacy concerns. Therefore, when developing and launching an app, clarification on how individuals’ privacy will be protected is needed. To sustain perceived benefits in the long run, supplementary options could be integrated to inform and assist users