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Sponsorship Disclosures of Native Advertising: Clarity and Prominence

Title
Sponsorship Disclosures of Native Advertising: Clarity and Prominence
Authors
An, SoontaeKang, HannahKoo, Sra
Ewha Authors
안순태
SCOPUS Author ID
안순태scopus
Issue Date
2019
Journal Title
JOURNAL OF CONSUMER AFFAIRS
ISSN
0022-0078JCR Link

1745-6606JCR Link
Citation
JOURNAL OF CONSUMER AFFAIRS vol. 53, no. 3, pp. 998 - 1024
Publisher
WILEY
Indexed
SSCI; SCOPUS WOS
Document Type
Article
Abstract
The purpose of this study is to investigate the display of sponsorship disclosures in native advertisements. Based on the native ad guidelines of the Federal Trade Commission, we assessed the clarity and prominence of sponsorship disclosures used by major media outlets. Eighty-three native ads posted in high-traffic media Web sites were analyzed. Results revealed problems mostly related to clarity of disclosures. In labeling, various terms were used, including the media's own neologisms, which appear to be very ambiguous. In particular, when republished via social media, the identification of sponsors and the provision of disclosures were more problematic. Results point to the need for more proper and specific guidelines, and active self-regulation by the industry.
DOI
10.1111/joca.12212
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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