Volume 45, Issue 3

Due to increasing consumer skepticism towards promotional messages, companies are looking for new ways to communicate with their target audiences in a less obtrusive way than traditional advertising. Sponsored content disseminated on the online portals of newspapers (i. e., online advertorials) is regarded as a promising way to promote products and brands. Regulations require communicators to inform consumers about the commercial nature of this ‘masked’ persuasion attempt by including an explicit sponsorship disclosure (i. e., a ‘Sponsored’ label). This study demonstrates that such an explicit advertising cue may not be enough to alert recipients. Furthermore, this study investigates the effects of promotional messages by means of a 2 (no disclosure vs. disclosure) x 2 (no forewarning vs. forewarning) experiment. Results show that both (i) foregoing instructions aimed at activating consumers’ persuasion knowledge (i. e., an additional forewarning message) and (ii) recipients’ prior media literacy can foster the effect of sponsorship disclosures in triggering situational distrust towards brand-related content, and in turn, increasing consumers’ reactance.

Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but do not necessarily decrease brand attitudes. However, disclosure effects do not persist over time and remain unaffected by content features.

Advertisers’ increasing use of embedded advertising formats makes it more difficult for consumers to identify persuasive intents in advertiser messages. However, only if consumers identify these intents and categorize messages as advertising, can they activate advertising-specific reception strategies which might result in lessened persuasion effects. The fact that consumers regularly miss persuasive intents in non-traditional advertising environments, we suggest in this article, carries epistemological and methodical implications. To better appreciate these implications, we argue for a more systematic adoption of a constructivist approach in advertising research. Some established concepts in advertising research such as the persuasion knowledge model and advertising literacy already implicitly follow a constructivist rationale. However, to more fully exploit the potential of a constructivist approach, we review communication concepts that inform advertising research, clarify why a constructivist approach increases the explanatory power of advertising research, and discuss challenges for research designs.

This study examines whether journalists and bloggers label paid content. In Germany, as in many other countries, advertorials have to be designated as advertising to enable the target audience to identify the promotional character of the content. This applies both to the traditional mass media and to blogs, for which advertorials provide a key source of income. To date, there have been no empirical findings on the designation practice based on a comparison of journalists and bloggers. The present study presents an online survey in Germany completed by 936 journalists and 463 bloggers in 2017. The results indicate that, in fact, bloggers do not label advertorials less frequently than journalists do: 91.6 % of bloggers and 91.7 % of journalists stated that they label paid content as advertising.

This study examines how consumers react to a Facebook post that is completely, moderately or not at all in conflict with a brand-typical TV clip. It thus analyzes the need for congruity between the offline and online advertising activities of a brand and draws on the literature of integrated communication, schema incongruity theory and advertising effectiveness. Results of an online experiment with 131 participants and a 2 (content: congruent vs. incongruent) by 2 (stylistic devices: congruent vs. incongruent) between-subjects design provide first insights into the modeling of (in)congruity based on integrated communication. Thus, the article presents a first attempt to conceptualize (in)congruity in advertising through a combination of content and stylistic devices. In addition to this research agenda, the manuscript offers implications for advertising practice.

This article elaborates on one of the main characteristics of digital native and embedded advertising: its lack of transparency. Challenges and opportunities for disclosing native advertising practices as well as how educational measures concerning this type of advertising should look are discussed. In addition, a future research agenda is presented.