Native Advertising as a New Public Relations Tactic
| Autor: | Kaye D. Sweetser, Asaf Hochman, Sun Joo (Grace) Ahn, Guy J. Golan |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Cultural Studies
Information utility Sociology and Political Science Social Psychology business.industry 05 social sciences General Social Sciences 050801 communication & media studies Advertising Public relations Education 0508 media and communications 0502 economics and business Credibility 050211 marketing Journalism Native advertising Psychology business |
| Zdroj: | American Behavioral Scientist. 60:1442-1457 |
| ISSN: | 1552-3381 0002-7642 |
| DOI: | 10.1177/0002764216660138 |
| Popis: | Using a pretest and posttest online experiment ( N = 105), this study empirically explored the impact of native advertising sponsorship disclosure on organization–public relationships (OPR), credibility, brand attitude, and attitude toward the advertisement. Credibility and brand attitude predicted the two OPR factors; however, OPR was not affected by participants’ cognizance of ad sponsorship/disclosure. Brand attitude for obviously sponsored (e.g., ad disclosed) content decreased slightly. However, the presence or absence of sponsorship did not significantly influence either credibility or attitudes toward the advertisement itself. The study also examined perceived information utility. |
| Databáze: | OpenAIRE |
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