The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising
Abstract
Despite recent industry attention, questions remain about how native advertising is perceived and processed by consumers. Two experiments examined effects of language and positioning in native advertising disclosures on recognition of the content as advertising, effects of recognition on brand and publisher evaluations, and whether disclosure position affects visual attention. Findings show that middle or bottom positioning and wording using “advertising” or “sponsored” increased advertising recognition compared to other conditions, and ad recognition generally led to more negative evaluations. Visual attention mediated the relationship between disclosure position and advertising recognition. Theoretical, practical, and regulatory implications for disclosures in native advertising are discussed.
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Cites
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · cited 11×
“Guided by the tenets of the PKM and visual informationprocessing theories, this study focuses on examining the effects of native advertising disclosure characteristics (i.e., language and position) on consumers’ advertising recognition and subsequent attitudinal evaluations and behavioral intent (see Figure 1).”
BackgroundMethodResultInfluentialA solution to the problem of separation in logistic regression
Heinze, G., & Schemper, M. (2002) · Statistics in Medicine · doi:10.1002/sim.1047 · Cited by 2,711
Cited by
Hollebeek, L. D., & Macky, K. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.07.003 · Cited by 978
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017) · Journal of Interactive Advertising · doi:10.1080/15252019.2017.1366885 · Cited by 921
Self-citationHwang, K., & Zhang, Q. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.05.029 · Cited by 639
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.12.002 · Cited by 581
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
Metadata
- Authors
- Wojdynski, B. W., & Evans, N. J.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2015-12-14
- Volume
- 45
- Issue
- 2
- Pages
- 157-168
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2197341611
- Cited by
- 632
- References
- 2
- FWCI
- 98.56
- Type
- journal article
- Language
- en
- Open access
- closed
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- Wojdynski, B. W., & Evans, N. J. (2016). Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising. https://doi.org/10.1080/00913367.2015.1115380
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
