Logo image
Back
Consumer Responses to Covert Marketing Communications: A Case of Native Advertising Disclosure in News Contexts
Journal article   Peer reviewed

Consumer Responses to Covert Marketing Communications: A Case of Native Advertising Disclosure in News Contexts

Ilwoo Ju, Hyunmin Lee and Brett Sherrick
Journal of promotion management, v 28(7), pp 1107-1128
03 Oct 2022
DOI: https://doi.org/10.1080/10496491.2022.2054899

Abstract

advertising disclosure change of meaning credibility Native advertising persuasion knowledge model sponsorship transparency
This study examines how the language clarity and visual prominence of disclosures about native advertising impact consumer responses to native advertising. Drawing on the persuasion knowledge model's (PKM) change of meaning principle and the covert advertising recognition and effects (CARE) model, an experiment with 600 U.S. adult internet users shows that (a) use of "advertisement" (vs. "brand voice") strengthens perceived sponsorship transparency and subsequent advertising evaluations, (b) perceived sponsorship transparency transforms the negative indirect effect of use of "advertisement" (vs. "brand voice") to positive, and (c) this positive indirect effect is enhanced during high prominence disclosure. In short, if consumers see clear and conspicuous ad disclosure for native advertising, they infer the advertiser's credibility, but this perception can improve persuasive effectiveness if the advertiser is seen as transparent. The theoretical, managerial, and social implications are discussed.

Metrics

17 Record Views
10 citations in Scopus

Details

Logo image