The Effectiveness of Message Sidedness on Trust in Check-in Advertising

2017 ◽  
pp. 80-88
Author(s):  
Chi-Lun Liu ◽  
Jo-Han Ku ◽  
Hsieh-Hong Huang
Keyword(s):  
Message Sidedness

Advertising in disguise? How disclosure and content features influence the effects of native advertising

2020 ◽  
Vol 45 (3) ◽  
pp. 303-324
Author(s):  
Johannes Beckert ◽  
Thomas Koch ◽  
Benno Viererbl ◽  
Nora Denner ◽  
Christina Peter
Keyword(s):  
Experimental Studies ◽  
Brand Attitudes ◽  
News Websites ◽  
Short And Long Term ◽  
Message Sidedness ◽  
Over Time

AbstractNative advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but do not necessarily decrease brand attitudes. However, disclosure effects do not persist over time and remain unaffected by content features.

scholarly journals The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

2019 ◽  
Vol 11 (6) ◽  
pp. 135
Author(s):  
Melby Karina Zuniga Huertas ◽  
Tarcisio Duarte Coelho
Keyword(s):  
Interaction Effect ◽  
Information Use ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Online Content ◽  
Interaction Type ◽  
Theoretical Contribution ◽  
Likelihood Model ◽  
Message Sidedness ◽  
High Level

This is a study of the way in which YouTubers’ media metrics influence the effect of their one-sided messages (1SMs) and two-sided messages (2SMs), providing theoretical explanations based on the elaboration likelihood model. Its main objective is the proposition and testing of: (i) the interaction effect between type of message and media metrics of the YouTuber on customers’ responses, and (ii) the moderation of individuals’ conformity intention for the interaction effect between type of message and media metrics on customers’ responses. The results of an experiment showed that high YouTubers’ media metrics have more effect for 1SMs and less effect for 2SMs. Additionally, conformity intention moderates the effect of the interaction type of message X media metrics. A high level of conformity intention neutralizes the interaction effect between YouTubers’ media metrics and message sidedness. This study makes a theoretical contribution to research into online content and information use, providing explanations of how media metrics of a vlog influence the effect of two types of messages.

Effectiveness of Message Sidedness and Credibility on Healthy Eating to Prevent Cancer

2006 ◽  
Vol 27 (3) ◽  
pp. 35-52 ◽  
Author(s):  
Raj Arora ◽  
Alisha Arora
Keyword(s):  
Healthy Eating ◽  
Message Sidedness

Changing farmers’ behavior intention with a hint of wit: The moderating influence of humor on message sidedness

2018 ◽  
Vol 56 ◽  
pp. 97-103 ◽  
Author(s):  
Fiona Vande Velde ◽  
Liselot Hudders ◽  
Verolien Cauberghe ◽  
Edwin Claerebout
Keyword(s):  
Behavior Intention ◽  
Message Sidedness

The effects of message sidedness and evidence on inoculation against counterpersuasion in small group communication

1972 ◽  
Vol 39 (3) ◽  
pp. 205-212 ◽  
Author(s):  
James C. McCroskey ◽  
Thomas J. Young ◽  
Michael D. Scott
Keyword(s):  
Small Group ◽  
Group Communication ◽  
Small Group Communication ◽  
Message Sidedness
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