A model proposal on adults' digital advertising literacy

This doctoral thesis study, which aims to design, implement and evaluate a digital-based education model that will help parents, who are described as digital immigrants, to acquire digital advertising literacy skills that they will benefit from both in their own lives and in their mediation experiences with the intention of guiding their children, was carried out within the framework of the action research design. In line with the purpose of the study, qualitative and quantitative research techniques were used to determine the digital advertising literacy competencies of the parents and their children, who attended secondary schools in Antalya in the 2020-2021 academic year, before and after the implementation of the education model, and to evaluate the effectiveness of the model. The data obtained from the participants through qualitative techniques were analyzed with the help of MAXQDA 2020, and the data obtained through quantitative techniques were analyzed with the help of IBM SPSS 26.0 package programs. The findings obtained from the analysis of the quantitative and qualitative data of the research showed that the digital-based digital advertising literacy education model recommended for adult parents is effective in gaining digital advertising literacy skills. In line with the results of this doctoral thesis, suggestions for researchers, educators and legislators were presented.