Saving media or trading on trust?
Files
Accepted manuscript
Date
2017-07-20
Authors
Amazeen, Michelle A.
Muddiman, Ashley R.
Version
OA Version
Citation
Michelle A. Amazeen, Ashley R. Muddiman. 2017. "Saving Media or Trading on Trust?." Digital Journalism, Volume 6, Issue 2, pp. 176-195.
Abstract
Extending research from Wojdynski and Evans, this experimental study replicates the challenges of effectively disclosing native advertising to readers and demonstrates a promising inoculation method that increases likelihood of recognition. Moreover, this quantitative research indicates that both legacy and online news publishers were evaluated less favorably for displaying native advertising. Attitudes toward the publisher and perceptions of its credibility declined for both, although online publishers suffered greater attitudinal damage than did legacy publishers who may benefit from their established reputation.