Knowledge is Power
Knowledge is Power
Today we encounter online content from a plethora of sources, in email, social media feeds and websites. Native advertising complicates this landscape, as this content mimics news but may be completely advertiser-influenced. Native advertising changes the public’s ability to assess the source, and thus credibility, creating content that has gained the attention of the FTC due to its potentially deceptive nature. Expanded Prominence Interpretation Theory, EPIT, was developed to address deception in online communication. In this experiment, we consider native advertising through the lens of EPIT. Contrary to previous work, results show that when consumers understand the nature of content, they rate credibility higher, and this effect was even more pronounced for loyal consumers of the news brand. This work bolsters past work on native ad disclosure positions and adds support to the EPIT model, suggesting credibility is a measurable part of a decision-making process between media and deception.
Related Research
-
2024 BEA Festival of Media Faculty ShowcaseMatthew Evans presented a TV pilot and sat on the panel at the “2024 BEA Festival of Media Faculty Showcase”, Las Vegas, NV, April. Description: HELLAS is a one-hour sci-fi drama set […]
-
I Didn’t See You ThereKeith Wilson, film screening and presentation of feature documentary film I Didn’t See You There (2022, producer Keith Wilson) at INPUT: International Public Television Conference in Charleston, SC, May 7, […]