Theme 2.2 Persuasive effects of sponsored content and disclosures of sponsored content

Advertising is increasingly integrated into editorial media content, in vlogs, blogs, tweets, music videos, and television programs, a phenomenon called sponsored content, native advertising or brand placement. For advertisers, these are new ways to reach the audience. But, for legislators the hidden nature of sponsored content is a cause of concern. Within this theme, we investigate: a) how sponsored content in various media affect adults’ or children’s responses, such as implicit and explicit brand memory, brand associations, purchase intentions, but also credibility, acceptance and irritation, b) how disclosures of sponsored content (the inclusion of texts as “This program contains product placement” in television programs, or labels “promoted’ and “sponsored” for tweets and Instagram posts) affect the processing and effects of sponsored content.

Further readings:

  • Boerman, S.C., Willemsen, L. M., & Van der Aa, E. (2017). “This post is sponsored” Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing (online first).
  • Van Reijmersdal, E. A. (2011). Mixing advertising and editorial content in radio programs: Appreciation and recall of brand placements versus commercials. International Journal of Advertising, 30(3), 425-446.
  • Van Reijmersdal, E. A., Fransen, M. L., Van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., Van Lieshout, F., & Boerman, S.C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American Behavioral Scientist, 60(12), 1458-1474.