Native Advertising

Abstract: Native advertising is a form of advertising that blends into the form and function of the digital environment in which it is placed (Campbell and Marks, 2015; FTC, 2015a, 2015b; IAB, 2013; Wojdynski and Evans, 2016). Similar in form to advertorials (Kim, Pasadeos and Barban, 2001; van Reijmersdal, Neijens, and Smit, 2005), native advertising potentially raises ethical concerns since it can mask the source and commercial intent of the advertisement (Petty and Andrews, 2008; Wojdynski and Evans, 2016). In response to these concerns, the FTC has developed guidelines for appropriate disclosure in native advertising (FTC, 2015a, 2015b) as well as hosted events dedicated to better understanding how consumers respond to native advertising (FTC, 2013, 2016). Conceptual (e.g. Carlson, 2005; Campbell and Marks, 2015) and empirical (e.g. Lee, Kim, and Ham, 2016; Wojdynski, 2016; Wojdynski and Evans, 2016) academic understanding of native advertising is also developing. Despite these advances, there much remains to be discovered about this new ad form. Our goal with this special session is promote research on the important policy, business, and marketing implications stemming from the growth of native advertising. Our aim is to bridge current understanding across these different spheres, stimulate conversation on this important topic, and identify policy-relevant research opportunities. In short, the session will synthesize current knowledge of native advertising and advance an agenda of where research on this topic is needed.

The socialization of journalism students into the profession

Abstract: This panel will provide a global and comparative analysis of the ways in which journalism students’ conceptions of their roles, job expectations, motivation for studying journalism, among others, are shaped during the course of their studies. Based on surveys with representative samples of students in 30 different countries, the panel participants map how journalism students’ views of the profession and their future role in it develop over the course of their studies. Specifically, the four key areas that our presenters will compare across countries are related to global patterns in background and recruitment, perceptions on journalistic roles, motivations for studying journalism, and job expectations.

News vs. native advertising

Abstract: This panel engages in a debate about native advertising contextualized within the boundaries of journalism. While this advertising format is not new, it accelerates the trend of blurring the boundaries between news and ads by producing commercial content that looks and feels like news. The capacity of native advertising to potentially alter how the public understands journalism, as well as to renegotiate the relationship between journalists and advertisers is a necessary discussion in journalism research.

Using virtual reality to tell brand stories

Abstract: This proposed special session aims to discuss the state of the art in using virtual environment technologies to tell compelling brand stories and explore how these developments impact how consumers produce and consume information. The session will combine up-to-date findings from academic researchers on virtual worlds with action plans and visions for the future presented by both an advertising agency executive who heads a future experiences lab at a leading Publicis advertising agency and a producer whose media outlet is a leader in brand storytelling in the virtual space. This panel will suggest recommendations for future directions in brand storytelling using these emerging technologies.

Infectious Disease Risk Communication

Abstract: In the past 18 months, little known infectious diseases – Ebola, Dengue fever, and Zika — have infected Americans and quickly generated much national and local media and public interest. Many government agencies, state and local health departments, and private healthcare providers have had to quickly undertake emergency risk communication, while others have had to consider how they would respond should a case arise in their state or facility. Using Ebola, Dengue, and Zika as case examples, this presentation will identify communication issues and challenges that newly emerging infectious diseases pose (particularly those not readily or obviously apparent), highlight examples and lessons learned from communication efforts, and provide a foundation for rapidly and effectively doing infectious disease crisis and risk communication.

What Makes Brands’ Postings More Viral

Abstract: This study explores how different strategies used in firms’ Facebook postings increase consumers’ eWOM responses. A computational analysis of Fortune 100 companies’ Facebook postings and their respective comments/likes/shares were performed using Python libraries and the Linguistic Inquiry and Word Count (LIWC) software. As a result, we develop a predictive model of eWOM, aiming to advance the current understanding of brand communications and provide implications for improving the virality of brand postings on social networking sites.