How audience characteristics and sponsorship transparency affect recognition of native advertising and perceptions of publishers
Amazeen, Michelle A.
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CitationMA Amazeen, Bartosz Wojdynski. 2017. "How audience characteristics and sponsorship transparency affect recognition of native advertising and perceptions of publishers.."
This experiment with a representative sample of US adults (N = 800) examined the characteristics of individuals that affect recognition of native advertising. Although fewer than 1 in 10 participants were able to recognize native advertising, recognition was most likely among younger, more educated audiences who engage with news media for informational purposes. The results also offer insights into how persuasion knowledge affects cognitive responses and attitude refinement in the persuasive coping process. Recognition activates persuasion knowledge which in turn motivates counterarguing as a coping mechanism in the persuasion process. Consequently, those who used news media for informational purposes evaluated the content less favorably if they recognized it as commercial in nature compared to people who used news media for entertainment or social motivations. Finally, the study demonstrates how the transparency of a sponsorship disclosure is a mediating factor in consumer responses to native advertising. Audiences were more receptive to native advertising when publishers were clear about its commercial nature.