دورية أكاديمية
Effects of online behaviorally targeted native advertising on persuasion: A test of two competing mechanisms
| العنوان: | Effects of online behaviorally targeted native advertising on persuasion: A test of two competing mechanisms |
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| المؤلفون: | Eva A. van Reijmersdal, Sophie C. Boerman, Guda van Noort |
| المصدر: | Computers in Human Behavior Reports, Vol 7, Iss , Pp 100221- (2022) |
| بيانات النشر: | Elsevier, 2022. |
| سنة النشر: | 2022 |
| المجموعة: | LCC:Electronic computers. Computer science LCC:Psychology |
| مصطلحات موضوعية: | Online behavioral advertising, Targeting, Persuasion knowledge, Personalization, Native advertising, Electronic computers. Computer science, QA75.5-76.95, Psychology, BF1-990 |
| الوصف: | Online native advertising is increasingly targeted based on people's online behavior. This study examines the effects of online behaviorally targeted native advertising on ad and brand responses. In addition, it tests two competing explanatory mechanisms that are suggested in the literature on online behavioral advertising that may result in opposing persuasion outcomes: perceived personal relevance of the advertisement and understanding of online behavioral advertising as a persuasive tactic. An experiment showed that behaviorally targeted native advertising resulted in higher perceived personal relevance than native advertising, which consequently had a positive effect on persuasion (i.e., ad and brand responses). Although behaviorally targeted native advertising (versus native advertising) induced persuasion knowledge of online behavioral advertising as a persuasion tactic, this did not negatively affect persuasion. This study provides new insights into the theoretical mechanisms that explain behaviorally targeted native advertising effects and has implications for the advertising practice. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 2451-9588 |
| Relation: | http://www.sciencedirect.com/science/article/pii/S2451958822000550; https://doaj.org/toc/2451-9588 |
| DOI: | 10.1016/j.chbr.2022.100221 |
| URL الوصول: | https://doaj.org/article/7148bfff45f84e31b3ccb4352e7fcd88 |
| رقم الأكسشن: | edsdoj.7148bfff45f84e31b3ccb4352e7fcd88 |
| قاعدة البيانات: | Directory of Open Access Journals |
Full Text Finder | تدمد: | 24519588 |
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| DOI: | 10.1016/j.chbr.2022.100221 |