Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
By Sophie C. Boerman, E. V. van Reijmersdal, Esther Rozendaal, Alexandra Dima. International Journal of Advertising, 2018
110 citations recorded by the source corpus.
Abstract Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we developed the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) that measures nine components: (1) recognition of sponsored content, (2) understanding of selling and persuasive intent, (3) recognition of the commercial source of sponsored content, (4) understanding of persuasive tactics, (5) understanding of the economic model, (6) self-reflective awareness of the effectiveness of sponsored content, (7) skepticism toward sponsored content, (8) appropriateness of sponsored content, and (9) liking of sponsored content. All scales have good to appropriate validity and reliability. Recommendations for future research are discussed.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/1b5246bc427df17ca8d8c05e66291469ba8c9de5
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In Marketing
- Sophia van Dam
- E. V. van Reijmersdal
- Bartosz W. Wojdynski
- Nathaniel J. Evans
- Sophie C. Boerman
- Mariea Grubbs Hoy
In Organizational Behavior and Human Resource Management
In Sociology and Political Science
Citations in the corpus
- Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures (2019, background): “In addition, existing advertising literacy measures could be improved by adding audiences’ understanding and appreciation of the revenue model behind sponsored content as this showed to be an important element in adolescents’ understanding of influencer marketing (see also Boerman et al., 2018).”