Native advertising as a new public relations tactic
Native advertising as a new public relations tactic
Using a pretest and posttest online experiment (N = 105), this study empirically explored the impact of native advertising sponsorship disclosure on organization–public relationships (OPR), credibility, brand attitude, and attitude toward the advertisement. Credibility and brand attitude predicted the two OPR factors; however, OPR was not affected by participants’ cognizance of ad sponsorship/disclosure. Brand attitude for obviously sponsored (e.g., ad disclosed) content decreased slightly. However, the presence or absence of sponsorship did not significantly influence either credibility or attitudes toward the advertisement itself. The study also examined perceived information utility.
Related Research
-
Below the Stars: How the Labor of Actors and Extras Shapes Media ProductionAbstract: Despite their considerable presence in Hollywood, extras and working actors have received scant attention within film and media studies as significant contributors to the history of the industry. Looking […]
-
Violent Incongruencies: Analyzing The New York Times’s Discourse on George Floyd Demonstrations and the Capitol RiotBrown James (Ph.D. student), “Violent Incongruencies: Analyzing The New York Times’s Discourse on George Floyd Demonstrations and the Capitol Riot,” paper to be presented AEJMC Southeastern Colloquium, Middle Tennessee State […]