Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
| Autor: | Esther Rozendaal, Alexandra L. Dima, Sophie C. Boerman, E.A. van Reijmersdal |
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| Přispěvatelé: | Persuasive Communication (ASCoR, FMG) |
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Persuasion
liking media_common.quotation_subject Validity 050801 communication & media studies Persuasion knowledge appropriateness skepticism 0508 media and communications Product reviews 0502 economics and business Relevance (information retrieval) Content (Freudian dream analysis) advertising Skepticism media_common Marketing sponsored content Communication 05 social sciences scale development Advertising Popularity Communication and Media 050211 marketing Economic model Psychology |
| Zdroj: | International Journal of Advertising, 37, 671-697 International Journal of Advertising, 37, 5, pp. 671-697 International Journal of Advertising, 37(5), 671-697. Routledge International Journal of Advertising 37 (2018) 5 International Journal of Advertising, 37(5), 671-697 |
| ISSN: | 0265-0487 |
| DOI: | 10.1080/02650487.2018.1470485 |
| Popis: | Contains fulltext : 200673.pdf (Publisher’s version ) (Open Access) Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we developed the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) that measures nine components: (1) recognition of sponsored content, (2) understanding of selling and persuasive intent, (3) recognition of the commercial source of sponsored content, (4) understanding of persuasive tactics, (5) understanding of the economic model, (6) self-reflective awareness of the effectiveness of sponsored content, (7) skepticism toward sponsored content, (8) appropriateness of sponsored content, and (9) liking of sponsored content. All scales have good to appropriate validity and reliability. Recommendations for future research are discussed. 27 p. |
| Databáze: | OpenAIRE |
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