Public relations and the practice of paid content: Practical, theoretical propositions and ethical implications

Lahav, Tamar; Zimand-Sheiner, Dorit

doi:10.1016/j.pubrev.2016.02.003

Cited by 23 publications

(9 citation statements)

References 21 publications

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“…When paid digital content marketing communication is embedded into digital information channels, concealing hidden commercial messages and the blurring of distinctions between editorial and paid content may confuse readers. This may well lead to a decline in media trustworthiness, negatively impacting businesses and organizations that use this practice )Lahav and Zimand-Sheiner, 2016). In the case of tourism, the effects may be very far-reaching indeed, as credibility is critical due to intangibles underpinning the industry (Loda, 2011).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…This research represents a novel intervention into this almost completely ignored new topic. To date, studies conducted in Israel examined the blurred boundaries between public relations and advertising in the digital sphere (Lahav and Zimand-Sheiner, 2016), mapped the local changing blogosphere and identified the various types of bloggers including bloggers receiving payment (Lahav and Roth-Cohen, 2016). Previous studies have attended to ‘word-of-mouth’ as a significant market influence on consumer decision-making (Brown et al, 2007; De Valck et al, 2009), virtual communities focused on consumer brand commitment (Brodie et al, 2013; Casaló et al, 2008; Zaglia, 2013), and user motivation engagement in online social networking in response to social media marketing (Chi, 2011).…”

Section: Introductionmentioning

confidence: 99%

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Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Roth‐Cohen

Lahav

2018

Journal of Vacation Marketing

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Due to the importance of social media for domestic tourism consumers, small-medium enterprises (SMEs) include online marketing using Facebook in their strategic communication efforts. Using unique tactics to embed unidentified messages, they exploit open and closed Facebook groups under the disguise of organic users. This study evaluates the entrance of small domestic tourism business owners into Israeli Facebook groups, analyzing their consumer engagement tactics using virtual ethnography (netnography) as a research method. Netnography is a qualitative approach to data collection in virtual communities. In this research, the procedure was multistep: observation, qualitative data collection of closed and open tourism Facebook groups, and analysis and presentation of results as well as their implications. Key findings indicate that SME marketing efforts mimic organic user activities, exploiting virtual characteristics on Facebook groups (e.g. a sense of community, belonging, and trust). Another notable phenomenon is the undisclosed marketing communication tool kit employed to transmit message. It includes tactics such as separation of private and business profiles, exploitation of family relations, and repeat recommendations. This research adds to the understanding of online tourism marketing in virtual communities by analyzing the messaging optimization tool kit for targeting Facebook-using audiences.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Roth‐Cohen

Lahav

2018

Journal of Vacation Marketing

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“…However, the rise of this ad format changes previous assumptions about media, content production, marketing, journalism practice, and ethics (Wojdynski and Golan 2016;Ferrer Conill 2016;Matteo and Dal Zotto 2015;Stiernstedt 2016;Taylor 2017;Lahav and Zimand-Sheiner 2016). The burgeoning streams of research scattered in the domains of journalism, advertising, public relations, and marketing explain only part of the phenomenon.…”

Section: Native Advertisingmentioning

confidence: 96%

Seeing Native Advertising Production via the Business Model Lens: The Case of Forbes’s BrandVoice Unit

Feng

Ots

2018

Journal of Interactive Advertising

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Although the production side of advertising has interested scholars for decades, research has focused primarily on isolated agency practices and interactions with clients. Discussion has been limited regarding how an ad agency coordinates and connects multiple activities and relationships, and how the agency setup has evolved over time. This question has become particularly interesting in the age of digitization, in which new forms of advertising require new ways of organizing production. In a case study of Forbes's BrandVoice unit, this article specifically examines native advertising production via the business model lens, illustrating how BrandVoice consciously borrows production logics from journalism and distribution practices of platform economies. This study contributes to the understanding of the morphing of advertising production and agency work in the digital economy.

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“…Moreover, in some cases media agencies have turned into advertising agency competitors (de Gregorio et al , 2012; Vivek, 2017). Not only are media agencies a threat to AP, but the lines between advertising, digital content marketing and public relations are blurring (Lahav and Zimand-Sheiner, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Disruptions of account planning in the digital age

Zimand-Sheiner

Earon

2019

MIP

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Purpose The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions. Design/methodology/approach In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment. Research limitations/implications It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined. Originality/value The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.

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Public relations and the practice of paid content: Practical, theoretical propositions and ethical implications

Cited by 23 publications

References 21 publications

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Seeing Native Advertising Production via the Business Model Lens: The Case of Forbes’s BrandVoice Unit

Disruptions of account planning in the digital age

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