Cognitive Perception of Native Advertising in the Spanish and Portuguese Digital Press

Zamith, Fernando; Viniegra, Luis Mañas; Gómez, Patricia Núñez

doi:10.1080/21670811.2021.1919536

Cited by 4 publications

(2 citation statements)

References 59 publications

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“…There has been an emphasis on textual over other visual objects, but that is being redressed, including by studies in this special issue. Zamith, Mañas-Viniegra and N uñez-G omez (2021) use neuromarketing analysis of eye tracking to assess how users read combinations of headline, text and image. Ferrer-Conill et al (2020) compare the visual features by which native advertising is distinguished from news items.…”

Section: Contentmentioning

confidence: 99%

Sponsored Editorial Content in Digital Journalism: Mapping the Merging of Media and Marketing

Hardy

2021

Digital Journalism

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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.

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Section: Contentmentioning

confidence: 99%

Recognizing Native Advertising and Its Challenge to Traditional Advertising

Wang¹,

Zawawi²,

Ahmad³

et al. 2021

IJARBSS

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Native advertising has continued to show its influence in the digital media market, as one of the representative online advertising types over time. Consequently, it has become highly significant for marketers and advertising participators. The impact has also been witnessed in the case of the market of native advertising, which has experienced a rising trend over the past years. Although the advertising industry and companies have advocated in support of native advertising, regulators and experts have signaled concerns regarding its transparency because its contents are designed based on the style and purpose of the media hosting. Through conducting a detailed review of the relevant literature, this study aims to define native advertising, trace its history, and discuss the close relationship between the young generation and native advertising. Meanwhile, the study illustrates that native advertising causes conceptual, ethical, and regulatory challenges. Further, the findings of the research demonstrate that the effectiveness of native advertising may be enhanced to a certain degree through imitating non-commercial content design, tone, and style. However, it may not be a long-term solution for advertisers to deal with a decreased advertising effectiveness. Therefore, there is a need for both advertisers and policymakers to investigate challenges posed by native advertising and find valuable solutions for improvements.

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The effect of covert advertising recognition on consumer attitudes: A systematic review

Pierre

2023

Journal of Marketing Communications

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Cognitive Perception of Native Advertising in the Spanish and Portuguese Digital Press

Cited by 4 publications

References 59 publications

Sponsored Editorial Content in Digital Journalism: Mapping the Merging of Media and Marketing

Sponsored Editorial Content in Digital Journalism: Mapping the Merging of Media and Marketing

Recognizing Native Advertising and Its Challenge to Traditional Advertising

The effect of covert advertising recognition on consumer attitudes: A systematic review

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