How are university students fighting stealth marketing?

Abstract

Recently, stealth marketing has become a serious social issue. The study involved focus group interviews with eleven students from two universities in the metropolitan area to investigate the subjective attitudes towards stealth marketing-related information dissemination. The results revealed divergent perceptions from the legal definitions of stealth marketing and identified unique countermeasures. Additionally, it was confirmed that disclosing the “PR” tag increases credibility. Such discrepancies between legal definitions and subjective perceptions of stealth marketing are crucial for effective countermeasures. They underscore the need for approaches that enhance mutual trust between information disseminators and recipients.