Older Adults and Influencer Communication: Effect of Perceived Sponsored Disclosure and Advertising Mediation on Advertising Literacy and Attitudinal Outcomes

As older adults in China increasingly engage with these ads, evaluating their advertising literacy is vital. This study utilizes the Persuasion Knowledge Model (PKM) and the Covert Advertising Recognition and Effects (CARE) model to create a validated advertising literacy measurement for this demographic. Conducted in two phases, the first involved a survey of 200 older adults, leading to a 25-item scale for assessing advertising literacy. The second phase used regression analyses and structural equation modeling to test the impact of advertising disclosure, family and peer mediation, advertising literacy and third person effects on attitudes toward advertisements. Findings indicate that advertising disclosure enhances literacy but doesn’t directly influence attitudes. Family mediation improves literacy, but peer mediation does not significantly affect it. This study contributes valuable insights into the advertising dynamics of older adults in the context of social media.