Measuring Sponsorship Transparency in the Age of Native Advertising

Measuring Sponsorship Transparency in the Age of Native Advertising As advertisers continue to develop new formats of online content that blurs the line between advertising and news or entertainment, the need to understand how consumers process covert advertising grows. While regulators and industry practitioners agree that transparency is paramount to preventing consumer deception, there exists no established way of determining the extent to which a given message transparently conveys to consumers that is a paid advertisement. The current study makes the case for, develops, and validates a scale to measure sponsorship transparency. Following traditional scale development methods, the study generates a pool of items based on consumer and expert input, reduces the number of items based on empirical research, and evaluates scale validity and reliability using a diverse national sample. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Affairs Wiley

Measuring Sponsorship Transparency in the Age of Native Advertising

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Publisher
Wiley
Copyright
Copyright 2018 by The American Council on Consumer Interests
ISSN
0022-0078
eISSN
1745-6606
D.O.I.
10.1111/joca.12144
Publisher site
See Article on Publisher Site

Abstract

As advertisers continue to develop new formats of online content that blurs the line between advertising and news or entertainment, the need to understand how consumers process covert advertising grows. While regulators and industry practitioners agree that transparency is paramount to preventing consumer deception, there exists no established way of determining the extent to which a given message transparently conveys to consumers that is a paid advertisement. The current study makes the case for, develops, and validates a scale to measure sponsorship transparency. Following traditional scale development methods, the study generates a pool of items based on consumer and expert input, reduces the number of items based on empirical research, and evaluates scale validity and reliability using a diverse national sample.

Journal

Journal of Consumer AffairsWiley

Published: Jan 1, 2018

References

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