As readers often do not recognize the commercial nature of native advertising on news websites, clear disclosures are required to prevent deception. The present study therefore tests whether and how ...providing disclosures with more detailed information about both the authorship of native ads and the importance of advertising revenue for news media's business models can increase readers' recognition and understanding of native advertising. Once readers are aware that they are viewing native advertising, the study assesses whether perceptions of transparency can positively influence readers' evaluations of the credibility of native advertising, advertisers and news media in general. Results of the online experiment that tested four disclosure types (N = 453) show that, compared to using standard disclosures such as 'partner content' and 'sponsored by brand', providing more detailed disclosures leads to higher perceived sponsorship transparency, which in turn increases credibility of native advertising, advertisers and news media in general.
Native Advertising Is the New Journalism Schauster, Erin E.; Ferrucci, Patrick; Neill, Marlene S.
The American behavioral scientist (Beverly Hills),
11/2016, Letnik:
60, Številka:
12
Journal Article
Recenzirano
Native advertising’s effectiveness lies in its ability to look like content produced by journalists. The potential for deceiving readers and proliferation of native advertising threaten journalism’s ...credibility along with its core boundary: the separation between editorial and advertising. For the press to function in a normative manner, as a watchdog, contributing to the public’s ability to self-govern, it simply cannot participate in deception. Therefore, 56 qualitative interviews were conducted with journalists, advertising, and public relations executives to examine the extent to which native advertising impedes on the social responsibility of the press. Perspectives revealed that all three professions agreed native advertising raises ethical concerns. Native advertising potentially deceives audiences who are unaware that native advertising is paid, persuasive content versus editorial, thus contributing to the diminishing credibility of journalism. Furthermore, if native advertising is done well, it is undetectable from traditional editorial content. Based on these findings, authors discuss how native advertising threatens several tenets of social responsibility theory.
This study aims to contribute to the literature by examining how two opposite-valanced mechanisms (activation of conceptual persuasion knowledge and perceived transparency of the native advertising) ...explain positive and negative effects of sponsorship disclosures on brand responses (i.e., brand attitude and purchase intentions) and by examining the role of message source. An experiment (N = 133) showed that disclosures of native advertising decreased persuasion via activated persuasion knowledge: Readers who understood that a blog post was a form of advertising due to a disclosure showed more attitudinal-persuasion knowledge, which in turn led to less positive brand attitudes and lower purchase intention. However, the disclosure also enhanced persuasion via perceptions of transparency of the blog post: due to the disclosure, the blog post was perceived as more transparent, which resulted in less attitudinal-persuasion knowledge and in more positive attitudes toward the brand and higher purchase intentions. Source did not moderate these mediation effects. By incorporating two competing mechanisms, this study offers important new insights into the theoretical mechanisms that explain advertising disclosure effects.
Good native advertising isn’t a secret Campbell, Colin; Marks, Lawrence J.
Business horizons,
November-December 2015, 2015-11-00, 20151101, Letnik:
58, Številka:
6
Journal Article
Recenzirano
In this article, we develop an understanding of native advertising, a growing new form of online advertising, which we define as desired marketing communications that appear in-stream. Current forms ...of native advertising can be considered in terms of their secrecy: how aware a consumer is of a native advertisement's source and intent. Based on existing research, we argue that less secretive native advertising will be more successful in the long run, and illustrate this using several cases. Finally, we detail important considerations for those marketers looking to capitalize on native advertising.
A national sample of US advertising students participated in a study that included a test of their ability to differentiate between editorial and advertising content on a news website. Almost all of ...the students identified a standard banner promotion as an advertisement. More than one in five misidentified a journalist-bylined article as an advertisement, and about one in four did not classify a story prominently labeled 'sponsored content' as an advertisement. Open-ended explanations indicated source confusion around the terms 'sponsored content,' 'native advertising' and 'advertising.' Results are viewed within the theory and measurement of effects of disclosure on persuasive knowledge activation. Professional and ethical implications for publishers, researchers and educators are discussed, including a proposal for the establishment of a threshold for Native Advertising Origin Confusion.
Sponsored editorial content is material with similar qualities and format to content that is typically published on a platform or by a content provider, but which is paid for by a third party. The ...growth of sponsored content in digital journalism over the last two decades has attracted wide-ranging research into developing practices, arrangements and their industrial, cultural and societal consequences. This introduction to a special issue on sponsored editorial content discusses the phenomena and how it has been understood and addressed by academic researchers, industry practitioners, regulatory agencies and civil society stakeholders. The article discusses definitions and definitional debates, provides a mapping of research approaches and findings, and identifies paths for future research, including those developed by authors for this special issue.
Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of ...persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of cognitive load responded to native advertisements using explicit versus implicit disclosure language differently. The current research contributes to theory building in the native advertising literature and provides practical implications to advertising practitioners and regulatory agencies.
Applying advertising contextual theory, we examined the conditions under which native advertising embedded in a news website was more effective. With the use of college students (n = 189), a 2 (type ...of ad: native vs. banner) × 2 (type of ad placement: solo vs. duo) × 2 (persuasion knowledge: high vs. low) online experimental design was employed. In the solo condition, native advertising was evaluated more favorably than banner advertising in perceived fit, ad credibility, brand attitudes and click intention. Significant interaction effects between ad type and placement type were found on all dependent variables, with native advertising showing a significant decrease in duo (vs. solo) placement. These interaction effects appeared to be more pronounced for consumers with high persuasion knowledge, confirming its moderating role. Theoretical and managerial implications were discussed regarding the strategic placement of native advertising in news websites.
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