Reducing Native Advertising Deception: Revisiting the Antecedents and Consequences of Persuasion Knowledge in Digital News Contexts

Amazeen, Michelle A.; Wojdynski, Bartosz W.

doi:10.1080/15205436.2018.1530792

Cited by 71 publications

(67 citation statements)

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“…In so doing, the study extends the theoretical framework of Friestad and Wright's (1994) Persuasion Knowledge Model (PKM) to a covert advertising context, enhancing our understanding of the knowledge structures in this model and how they interact. It also builds upon past research identifying news use motivations as an individual characteristic influencing recognition of and responses to native advertising (Amazeen & Wojdynski, 2019) by demonstrating how these outcomes are conditioned by the contextual effects of news topic. In addition, this research extends work by Iverson and Knudsen (2019) who found that recognition of native advertising results in less trust of subsequent political news.…”

Section: News In An Era Of Content Confusion: Effects Of News Use Motmentioning

confidence: 98%

“…Recent research on "customized" native advertising (Einstein, 2016) in digital news environments reveals that individuals most likely to recognize this content as commercial in nature are those motivated to engage with news media for surveillance or information-seeking purposes (Amazeen & Wojdynski, 2019). This seems to contradict research indicating that the more involved an individual is with media content, the less likely they are to attend to surrounding advertisements (Norris & Colman, 1992), although ads that are thematically congruent are better remembered (Moorman, Neijens, & Smit, 2002).…”

Section: News In An Era Of Content Confusion: Effects Of News Use Motmentioning

confidence: 99%

“…That is, if an individual realizes that the content they are observing is commercial rather than journalistic in nature, they will update their attitudes, accordingly. Moreover, when native advertising content is recognized, digital news users who engage for informational purposes tend to have less favorable evaluations of the content than those who engage for other purposes (Amazeen & Wojdynski, 2019).…”

Section: Consequences Of Persuasion Knowledgementioning

confidence: 99%

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News in an Era of Content Confusion: Effects of News Use Motivations and Context on Native Advertising and Digital News Perceptions

Amazeen

2019

Journalism & Mass Communication Quarterly

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This study examined the effects of news use motivations and differing native advertising contexts (hard vs. soft news) on the ability to perceive commercialized content, evaluations of native advertising, and ensuing digital news perceptions. Based upon the framework of the persuasion knowledge model, an online experiment was conducted among a sample of U.S. adults ( N = 684). Engaging with news for informational motivations conditioned perceptions of advertising as did the contextual effects of hard versus soft news. Furthermore, hard-news approaches to native advertising were perceived more unfavorably by audiences and tarnished the subsequent reporting of actual journalists.

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Section: News In An Era Of Content Confusion: Effects Of News Use Motmentioning

confidence: 98%

Section: News In An Era Of Content Confusion: Effects Of News Use Motmentioning

confidence: 99%

Section: Consequences Of Persuasion Knowledgementioning

confidence: 99%

See 1 more Smart Citation

News in an Era of Content Confusion: Effects of News Use Motivations and Context on Native Advertising and Digital News Perceptions

Amazeen

2019

Journalism & Mass Communication Quarterly

Self Cite

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“…Digital marketing techniques, such as influencer marketing, often take the form of non-advertising content and can be difficult for even adults to recognise as advertising [15,[60][61][62]. To try to mitigate against deception, regulations in some countries, including the self-regulatory codes in the UK, require that influencers use an advertising disclosure to highlight the commercial nature of this content.…”

Section: Introductionmentioning

confidence: 99%

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

Coates

Hardman

Halford

et al. 2020

IJERPH

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Exposure to influencer marketing of foods and beverages high in fat, sugar, and/or salt (HFSS) increases children’s immediate intake. This study qualitatively explored children’s understanding of, and attitudes towards, this marketing, to elucidate potential mechanisms through which exposure affects behavior. In six focus groups (n = 4) children (10–11 years) were shown a YouTube video featuring influencer marketing of an HFSS product. Inductive thematic analysis identified six themes from children’s discussions of this marketing: (1) YouTubers fill a gap in children’s lives, (2) the accessibility of YouTubers increases children’s understanding of their actions, (3) influencer marketing impacts all—the influencer, the brand, and the viewer, (4) attitudes towards influencer marketing are most affected by a YouTuber’s familiarity, (5) YouTuber influencer marketing is effective because they are not ‘strangers’, (6) children feel able to resist influencer marketing of HFSS products. Children had an understanding of the persuasive intent of this marketing, and although most were sceptical, familiar YouTubers elicited particularly sympathetic attitudes. Children felt affected by influencer marketing of HFSS products, but believed they were able to resist it. Beyond theoretical insight, this study adds to the growing body of evidence to suggest children’s exposure to HFSS influencer marketing should be reduced.

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“…However, in this decade, marketing budgets have considerably shifted to covert marketing communication that resembles content that users want to consume (Einstein, 2016;Wojdynski & Evans, 2019). With the rise of the internet and different online content formats, new formats of covert online marketing were invented that mirror and/or integrate marketing into the surrounding non-commercial content subtlety, such as sponsored reviews (Kim et al, 2019), sponsored news content (Amazeen & Wojdynski, 2019), sponsored social media posts (Boerman et al, 2017), sponsored blog posts (Hwang & Jeong, 2016), branded entertainment content (Choi et al, 2018), brand or product placement (Boerman et al, 2015a), and influencer marketing (De Jans et al, 2018). These and other studies demonstrated that these formats of subtle and embedded covert online marketing are, indeed, difficult for consumers to recognize as marketing.…”

Section: Introductionmentioning

confidence: 99%

“Wasn't Even on My Radar”: Increasing Parental Mediation of Influencer Marketing Behaviors in 35 Minutes with a Brief Theory of Planned Behavior Informed Online Randomized Controlled Intervention

Rohde¹

2020

Preprint

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Online marketing to humans in their childhood, adolescent and early adulthood is an increasingly important research topic because it can on a larger scale than previously possible with traditional marketing lead to undesirable outcomes (e.g., obesity) and target more ethical grey zones between questionable, unfair and deceptive marketing to achieve its goals (Buijzen & Valkenburg, 2005; De Pauw et al., 2019). In particular, social media influencer content and embedded marketing might have a large influence on young consumers (Folkvord et al., 2019).The largest recent research trend and solution to address the problems related to online young consumer marketing was the establishment of online marketing disclosure policies (De Veirman et al., 2019; FTC, 2017; Gürkaynak et al., 2018; Riefa & Clausen, 2019). Disclosures have their merits, but also shortcomings. In particular, increased process fairness (i.e., awareness of the selling intent) appears not to be enough to diminish undesirable outcomes because young consumers also need the knowledge and the skills to counter the undesirable effects resulting from marketing exposures (De Pauw et al., 2019; Isaac & Grayson, 2019; Jung & Heo, 2019; Youn & Shin, 2019). In intervention research targeting the increase of knowledge and skills of children, the largest yet comparatively small trend are school-based interventions (De Jans et al., 2019; Nelson, 2016; O’Rourke et al., 2019; Truman & Elliott, 2019). However, school-based interventions have a few vital shortcomings. First, school-based marketing literacy interventions are costly to scale. Second, they create further competition for scare school-based financial, human and attention resources. Lastly, they might not be frequent or context-specific enough to produce a lasting change in marketing-related knowledge and skills. In contrast, parent-targeted interventions that increase the parental intentions to engage in behaviors that increase marketing-related knowledge and the skills of children do not have these shortcomings and, as a result, can be considerably more important for researchers and policymakers (De Pauw et al., 2019; Isaac & Grayson, 2019; Jung & Heo, 2019; Youn & Shin, 2019). Compared to school-based interventions, parents have more opportunities and time to influence the media diet directly and educate them with higher frequency and higher context-specificity by daily discussing the marketing their children actually engage with (Chen & Shi, 2019; Lin et al., 2019; Nelson et al., 2017). Consequently, the thesis purpose was to advance the knowledge of interventions that target parental intentions to engage in marketing-literacy-relevant behaviors. To this end, the study combined a conceptual and theoretical framework based on the theory of planned behavior (TPB) and broader intervention science concepts, in particular behavioral change techniques (BCTs) and mechanisms of actions (MoA), and an advanced experimental design. More specifically, 21 theory-informed hypotheses were tested in a randomized controlled online experiment composed of six interventions and one control condition with a sample of 196 (pre-intervention and immediately post-intervention) and 166 participants (one-month post-intervention).Numerous contributions are made. First, relatively brief (35 minutes) TBP-based online interventions can have a significant effect on parental intentions to engage in the discussion of influencer marketing and on self-reported one-month post-intervention behaviors. Second, the combined framework was highly valuable to inform an intervention design that produces effects of practical and theoretical importance. Third, the parsimonious TPB-based model (i.e., consistent of attitudes, subjective norms, perceived behavioral control and intentions) is also appropriate for the context of parental mediation of influencer marketing because the three-based constructs could significantly explain the majority of parental intentions (74%), and parental intentions alone significantly predicted a moderate amount variance in the future behaviors (39%). Fourth, parental attitudes were the base-construct most susceptible to change and considerably predicted intentions. Therefore, research efforts should focus on the study of parental attitudes and practical efforts should focus on targeting parental attitudes until marketing and influencer marketing become mainstream topics in the parental discourse. Lastly, despite the high intentions in the attitude only condition, the condition had no significant impact on future behaviors. Even though the attitude and three-construct condition shared an identical intention level, the three-construct intervention had a marginally non-significant (.06) effect on future behaviors. The four-construct had a significant effect on future behaviors. As a result, time spent (10 minutes vs. 33 and 35 minutes) and associated elaboration might be an important moderator of future behavior.

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Reducing Native Advertising Deception: Revisiting the Antecedents and Consequences of Persuasion Knowledge in Digital News Contexts

Abstract: OpenBU http://open.bu.edu College of Communication BU Open Access Articles 2018-10-02 Reducing Native advertising deception: revisiting the antecedents and consequences...

Cited by 71 publications

References 47 publications

News in an Era of Content Confusion: Effects of News Use Motivations and Context on Native Advertising and Digital News Perceptions

News in an Era of Content Confusion: Effects of News Use Motivations and Context on Native Advertising and Digital News Perceptions

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

“Wasn't Even on My Radar”: Increasing Parental Mediation of Influencer Marketing Behaviors in 35 Minutes with a Brief Theory of Planned Behavior Informed Online Randomized Controlled Intervention

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