How sponsorship transparency mitigates negative effects of advertising recognition

By Nathaniel J. Evans, Bartosz W. Wojdynski, Mariea Grubbs Hoy. International Journal of Advertising, 2018

96 citations recorded by the source corpus.

Abstract The proliferation of covert online advertising formats such as advergames has raised concerns about consumers’ ability to recognize such content as advertising and about how recognition affects evaluative outcomes. The present research utilized an online experiment (N = 179) to examine differences between covertness of advertising format (advergame vs. online video commercials) on advertising recognition, and whether sponsorship transparency mediates – and mitigates – the negative effects of advertising recognition on attitude toward the ad, attitude toward the brand, and purchase intent. The results show that covertness of advertising format, recognition, and sponsorship transparency all shape consumers’ responses to online ads. Specifically, the predicted negative indirect effect of covertness of advertising format on attitudes and behavioral intention via advertising recognition reversed valance when sponsorship transparency was included in the serial mediation model.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/85f1c7fa8df9aad33cf6380d3a0df1c215236e7d

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

In Marketing

In Sociology and Political Science

Citations in the corpus

The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats (2020, background): “Recent work in the context of advergames (Evans et al. 2018), sponsored news content (Campbell and Evans 2018; Krouwer, Poels, and Paulussen 2019a), and sponsored YouTube unboxing videos (Evans, Hoy, and Childers 2018) demonstrate that consumers’ advertising or publisherrelated attitudes,…”
Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising (2021, background): “For example, Evans, Wojdynski, and Hoy (2019) found that sponsorship disclosure generated higher activation of PK and resulted in more negative brand attitudes.”
Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance (2019, result): “This argument lines with the recent work’s result showing that enhanced sponsorship transparency of covert advertising mitigated the negative effect of ad recognition on attitudinal and behavioral outcomes (Evans et al. 2018).”