ABSTRACT

Based upon a 3-year data set of Tweets linking to native advertising from leading U.S. news publications, this study provides human content analyses (n = 1,527) of the practice of native advertising disclosure in the field – both on publisher websites and when shared on Twitter – and explores whether disclosures serve the inoculating function of resistance to persuasion. Leveraging the Persuasion Knowledge Model (Friestad and Wright [1994]. “The persuasion knowledge model: How people cope with persuasion attempts.” Journal of Consumer Research 21 (June): 1–31) and inoculation theory (McGuire [1964]. “Inducing resistance to persuasion: Some contemporary approaches.” In Advances in Experimental Social Psychology, edited by L. Berkowitz, 191–229. New York: Academic Press.), results show a) regular use of disclosures on publisher landing pages, b) the absence of disclosures in over half of publisher Twitter Cards, and c) the presence of disclosures corresponded to an increased likelihood of negatively-valenced Twitter posts.

摘要

基于3年的Tweets数据集（链接到美国领先新闻出版物的本地广告），该研究对发布者网站上以及在以下网站上共享时，该领域的本地广告披露实践进行了人类内容分析（n = 1,527）。 Twitter –并探讨披露是否具有抗说服力的接种功能。利用说服知识模型（Friestad和Wright [1994]。“说服知识模型：人们如何应对说服尝试。” 《消费者研究杂志》（6月21日，6月：1-31）和接种理论（McGuire，1964年）。诱导抗拒说服力：一些当代方法。”实验社会心理学进展，由L. Berkowitz编辑，191–229。纽约：Academic Press。），结果显示a）定期使用发布商着陆页上的信息披露； b）一半以上的发布商Twitter卡中没有信息披露； c）信息披露的存在与否定的可能性增加了-有价位的Twitter帖子。