Native Advertising: Is Deception an Asset or a Liability?

Han, Jiyoon Karen; Drumwright, Minette E.; Goo, Wongun

doi:10.1080/23736992.2018.1477048

Cited by 24 publications

(16 citation statements)

References 35 publications

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“…Examples of sponsored content are brand placements, advergames, advertorials in magazines and newspapers, and mentions of brands and products in blogs. Sponsored content has been criticized because consumers are often unaware that they are reading advertising rather than noncommercial media content (Han, Drumwright, and Goo 2018). In response, several parties in Europe and the United States recently developed regulations and legislation on disclosing the persuasive or commercial nature of sponsored content to enhance media transparency (e.g., FTC 2015; Social Code 2017; WOMMA 2017).…”

mentioning

confidence: 99%

A Meta-Analysis of the Effects of Disclosing Sponsored Content

Eisend

Reijmersdal

Boerman

et al. 2020

Journal of Advertising

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The amount of literature on the effects of disclosing sponsored content has increased greatly in recent years. Although the literature provides valuable insights into the effects of disclosing sponsored content, several research gaps remain, such as inconclusive findings, boundary conditions, and the mechanisms that explain how disclosures work. This article offers a meta-analysis of 61 papers that use 57 distinct data sets to address these research gaps. The results showed that disclosing sponsored content reduced brand attitudes, credibility, and source evaluation but increased recognition, persuasion knowledge, and resistance. Disclosure content, timing, and awareness, as well as product and sample characteristics, provide boundary conditions for the positive and negative effects of disclosures. A path model that tested the mechanism of disclosing sponsored content showed that, as suggested by memory priming effect, recognition of sponsored content increased memory but did not influence evaluation. Moreover, the understanding of sponsored content influenced evaluation, but memory remained unaffected, which corresponds to the flexible correction approach (i.e., consumers try to correct their answer to limit persuasive effects).

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confidence: 99%

A Meta-Analysis of the Effects of Disclosing Sponsored Content

Eisend

Reijmersdal

Boerman

et al. 2020

Journal of Advertising

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“…The theoretical basis for the use of disclosures is that, without disclosures, consumers are typically unaware of the sponsored nature of online sponsored content (Boerman & Van Reijmersdal, 2016;Han et al, 2018). In other words, persuasion knowledge, which is people's knowledge and beliefs about the persuasive intentions of a message and the tactics that are used (Friestad & Wright, 1994), is not being activated.…”

Section: Online Sponsorship Disclosuresmentioning

confidence: 99%

“…Although negative effects of disclosures on perceptions of the content have been found (e.g., Wojdynski & Evans, 2016), other studies have shown that, under specific circumstances, disclosures can have positive consequences for the credibility of the blogger or vlogger (e.g., Carr & Hayes, 2014). In turn, some advertisers fear that disclosures will diminish the positive brand effects of online sponsored content, but honesty and transparency can also positively rub off on their brand image (Han et al, 2018;Wojdynski et al, 2017). Moreover, disclosures can increase brand recall (Boerman & Van Reijmersdal, 2016).…”

Section: Implications For Practicementioning

confidence: 99%

“…Moreover, the present study adds insights to previous work on ethical practices in advertising (Daems, De Pelsmacker, & Moons, 2019;Han et al, 2018;Schauster & Neill, 2017). Importantly, in contrast to earlier interview studies in which practitioners were explicitly asked about their views on ethics, the present study takes an actual ethical practiceusing disclosures -as entry point.…”

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confidence: 91%

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Sponsorship Disclosures in Online Sponsored Content: Practitioners’ Considerations

Goot

Reijmersdal

Zandbergen³

2021

Journal of Media Ethics

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Many consumers fail to identify online sponsored content as advertising. This is an ethical problem because consumers need to know when they are exposed to advertising so they can raise counterarguments. To enhance transparency, guidelines have been issued that prescribe sponsorship disclosures. However, the actual use of these disclosures is limited and inconsistent. To better understand this ethical practice, the aim of the present qualitative interview study is to provide an overview of practitioners' considerations to use disclosures (or not) for online sponsored content. We conducted a qualitative interview study, in which we interviewed 18 practitioners representing four stakeholder groups. The study reveals a diverse, complex, and conflicting set of considerations categorized as follows: moral responsibility toward consumers, own business interests, and perceptions regarding disclosure guidelines. We interpret our findings in light of previous studies in which advertising professionals talked about ethics. Implications for research and practice are discussed.

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“…Users point out that modern tactics and mechanisms of internet advertising often distract them from their goal and prevent them from easily accessing the content they are interested in [6][7][8][9][10][11]. Moreover, in many cases, ads take up deceiving forms and lure users into clicking them only to realize short after that they have been tricked [5,[12][13][14][15]. For these reasons, users have developed defense mechanisms against ads that are imposed on them; either they disable ads using ad-blocking software [16][17][18][19][20], or when they recognize them, they avoid (close or stop them) or ignore them (the banner blindness phenomenon is powerful and known for decades [21][22][23][24]).…”

Section: Introductionmentioning

confidence: 99%

Online Ads Annoyance Factors: A Survey of Computer Science Students

Rigou¹,

Sirmakessis²,

Panagiotarou³

et al. 2023

Online Advertising [Working Title]

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Despite the technological sophistication of current advertising techniques, the way online ads are delivered is in many cases intrusive, distracts users from their task, and annoys them. To delve into the reasons that make an online ad annoying, we investigate eight specific ad functional features and their effect on perceived annoyance: ability and ease of closing the ad, coverage of page contents, coverage of browser window, ad expansion, automatic ad activation, video/animation, sound, and ad targeting based on the recent browsing history. The study addressed 132 computer science students, both undergraduate and MSc, who were asked to select and document three to six online ads they consider annoying, resulting in a total of 462 recorded ads. The majority of collected annoying ads were automatically activated ads, which in most cases could be closed or stopped easily. Furthermore, ads that covered most of the browser window scored the highest percentage of perceived annoyance. Ads with video or animation and automatically triggered sound, even if displayed in a fixed size area, seem to significantly affect users’ perceived intrusiveness and attention distraction. Also, most ads reported as very annoying were not personalized and were automatically activated, while student level makes no statistically significant difference.

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Native Advertising: Is Deception an Asset or a Liability?

Cited by 24 publications

References 35 publications

A Meta-Analysis of the Effects of Disclosing Sponsored Content

A Meta-Analysis of the Effects of Disclosing Sponsored Content

Sponsorship Disclosures in Online Sponsored Content: Practitioners’ Considerations

Online Ads Annoyance Factors: A Survey of Computer Science Students

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