SAVING MEDIA OR TRADING ON TRUST? The effects of native advertising on audience perceptions of legacy and online news publishers

被引：74
|
作者：
Amazeen, Michelle A. [1 ]
Muddiman, Ashley R. [2 ]
机构：
[1] Boston Univ, Dept Mass Commun Advertising & Publ Relat, Boston, MA 02215 USA
[2] Univ Kansas, Dept Commun Studies, Lawrence, KS 66045 USA
来源：
DIGITAL JOURNALISM | 2018年 / 6卷 / 02期
关键词：
framing; journalism; media effects; native advertising; persuasion; source credibility; SOURCE CREDIBILITY; DETERMINANTS; NEWSPAPERS; BELIEFS; BIAS;
D O I：
10.1080/21670811.2017.1293488
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
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.
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页码：176 / 195
页数：20
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