No abstract

Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but do not necessarily decrease brand attitudes. However, disclosure effects do not persist over time and remain unaffected by content features.

Purpose Past research has been concerned with finding reasons for failure of organizational changes and the role of employees in it. Whether employees hinder or support organizational change depends not only on the organizational context, but also on individual predispositions and the change communication employees experience during the process. The purpose of this paper is to test how these three categories affect employees’ attitudes toward the change as well as their tendency to show resistance or to support it. Design/methodology/approach An online survey (n=608) of German employees who were recently subject to a change in their workplace was conducted. Findings With respect to individual predispositions and organizational context, the results show that in particular skepticism, openness, engagement and influence on decisions are relevant predictors. Change communication variables (e.g. involvement, participation and appreciation) explain the largest share of variance, indicating that transparent communication and including employees in the process result in positive attitudes toward change and support. Originality/value This study adds to the discussion about which factors determine the support or resistance to organizational change by identifying relevant predictors, organizing them along three categories and testing them concurrently.

In the course of digitization, the traditional business model of news organizations has been substantially challenged, making innovative formats necessary to master the business of online news. Native advertising (i.e., sponsored articles) is considered an escape from this dilemma. In adapting to journalistic content, this advertising format is distinct from conventional online advertising and allows advertisers to convey persuasive messages in an unobtrusive manner. However, despite its financial benefits, there are ethical concerns about native advertising, which is inherently and intentionally deceptive to its audience. Moreover, native advertising perforates the normative wall separating journalistic responsibilities from advertisers’ interests. In news organizations, this is reflected in the relationship between journalists and advertising sales managers. The present study therefore explored how individuals in these two roles differ in their perceptions of risks and opportunities related to native advertising and in how they cope with ethical concerns. Exploring the power relations between journalists and sales managers in collaborations on native advertising, this study also sheds light on potential restrictions of journalistic autonomy caused by native advertising.

Social media influencers have marked a significant change in advertising in recent years. By integrating sponsored content from advertisers into their feeds, they create awareness and favorable attitudes for products and brands. The effectiveness of this sponsored content builds on close adaptation to the original content of the specific media platform. To ensure transparency, influencers are required to disclose sponsored content. While effects of such disclosure labels and disclaimers have been widely examined, less attention has been paid to context factors that may influence these effects, such as placement prominence. Building on the propositions of the Persuasion Knowledge Model (PKM), this study aims to investigate the role of placement prominence as a moderator of disclosure effects. Results of an experimental study revealed that prominent placements support disclosure labels in reducing perceived deceptiveness of sponsored content, which positively affects influencer credibility and recipients’ attitudes toward the promoted brand. In contrast, disclosure effects on perceived persuasive intent vanished, when placement prominence was high. The results emphasize the importance of context factors in the processing of sponsored content and disclosures in a constantly changing social media environments.