Elaboration likelihood and readers' perceptions of native advertising on news websites

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dc.contributor Roberts, Chris
dc.contributor Ohl, Jessy Jasson
dc.contributor.advisor Parrott, Scott
dc.contributor.author Cockrell, Calvin
dc.date.accessioned 2019-08-01T14:23:46Z
dc.date.available 2019-08-01T14:23:46Z
dc.date.issued 2019
dc.identifier.other u0015_0000001_0003280
dc.identifier.other Cockrell_alatus_0004M_13807
dc.identifier.uri http://ir.ua.edu/handle/123456789/6093
dc.description Electronic Thesis or Dissertation
dc.description.abstract This research examines native advertising on news websites through the lens of the Elaboration Likelihood Model. It seeks to determine factors that influence whether readers identify and trust native advertisements. These ads often appear and read similar to real news stories that have been written by journalists rather than sponsored content meant to persuade. Native advertisements have become prevalent on many news websites, with some outlets having in-house studios dedicated to creating them. They are designed to blend in with the rest of the website and not detract from it. There have been several recent studies on native advertisements, but there are still gaps, such as the effects of different types of design and the use of mobile phones, which the majority of mobile ads are targeted toward. For this study, an experiment was conducted that exposed four groups of participants to one of four articles, two of which were real stories and two of which were native advertisements. The results indicate that very few factors, relative to the readers or the native advertisements, bear any relation to readers’ identification of the ads. No matter what, very few are able to tell the difference between news and native ads. But even after being made aware of the nature of native ads, people seem not to care.
dc.format.extent 59 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Journalism
dc.title Elaboration likelihood and readers' perceptions of native advertising on news websites
dc.type thesis
dc.type text
etdms.degree.department University of Alabama. Department of Journalism
etdms.degree.discipline Journalism
etdms.degree.grantor The University of Alabama
etdms.degree.level master's
etdms.degree.name M.A.

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