The effects of native advertising disclosure format on audience perceptions of legacy and online news publishers
Files
Accepted manuscript
Date
2017-08-11
Authors
Amazeen, Michelle A.
Wojdynski, Bartosz
Version
OA Version
Citation
MA Amazeen, Bartosz Wojdynski. 2017. "The Effects of Native Advertising Disclosure Format on Audience Perceptions of Legacy and Online News Publishers." Journalism. https://doi.org/10.1177/1464884918754829
Abstract
This experimental study examines elements of native advertising disclosures that influence consumers’ ability to recognize content as paid advertising and contrasts subsequent evaluations of legacy and digital-first publishers with those exposed to online display advertising. Although fewer than 1 in 10 participants were able to recognize native advertising, our study shows that effectively designed disclosure labels facilitate recognition. However, participants who did recognize native advertising had lessened opinions of the publisher and the institution of advertising, overall.
This experiment with a representative sample of US adults (N = 800) examines the effects of disclosure design characteristics in sponsored news on readers’ ability to recognize such content as paid advertising, and examines whether such recognition differently affects perceptions of legacy and digital-first publishers. Although fewer than 1 in 10 participants were able to recognize native advertising, our study shows that effectively designed disclosure labels facilitate recognition. However, participants who did recognize native advertising had lessened opinions of the publisher and the institution of advertising, overall.
This experiment with a representative sample of US adults (N = 800) examines the effects of disclosure design characteristics in sponsored news on readers’ ability to recognize such content as paid advertising, and examines whether such recognition differently affects perceptions of legacy and digital-first publishers. Although fewer than 1 in 10 participants were able to recognize native advertising, our study shows that effectively designed disclosure labels facilitate recognition. However, participants who did recognize native advertising had lessened opinions of the publisher and the institution of advertising, overall.