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 t...

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Bibliographic Details
Published in:	The American behavioral scientist (Beverly Hills) Vol. 60; no. 12; pp. 1442 - 1457
Main Authors:	Sweetser, Kaye D., Ahn, Sun Joo (Grace), Golan, Guy J., Hochman, Asaf
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA SAGE Publications 01-11-2016 SAGE PUBLICATIONS, INC
Subjects:	Advertisements Advertising Attitudes Credibility Disclosure Internet Journalism Native peoples Public relations Sponsorship sponsored content brand attitude public relations native advertising journalism
Online Access:	Get full text
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Summary:	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.
Bibliography:	ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23
ISSN:	0002-7642 1552-3381
DOI:	10.1177/0002764216660138