Abstract

Listicles are a new media phenomenon and appear on a news organization’s website; they are articles that use a ranked list and offer concise details about a topic to readers. The study explores how consumers recognize and understand native ad forms that mimic listicle-style online news articles. We investigated whether the inclusion of a disclosure or a companion brand social media post triggers the same effect and process provoked by conceptual persuasion knowledge. Through a between-subject design experiment, we show that the presence of disclosures and branded social media posts influence consumer’s perception of persuasion appropriateness, which correlates with the affective and behavioral evaluation of the brand and publisher.

摘要

Listicles 是一种新媒体现象，出现在新闻机构的网站上；它们是使用排名列表并向读者提供有关主题的简明详细信息的文章。该研究探讨了消费者如何识别和理解模仿列表式在线新闻文章的原生广告形式。我们调查了包含披露或伴随品牌社交媒体帖子是否会触发由概念说服知识引发的相同效果和过程。通过主体间设计实验，我们表明披露和品牌社交媒体帖子的存在会影响消费者对说服适当性的看法，这与品牌和出版商的情感和行为评估相关。