Abstract

Based upon a 3-year data set of Tweets linking to native advertising from leading U.S. news publications, this study provides human content analyses (n = 1,527) of the practice of native advertising disclosure in the field – both on publisher websites and when shared on Twitter – and explores whether disclosures serve the inoculating function of resistance to persuasion. Leveraging the Persuasion Knowledge Model (Friestad & Wright, 1994) and inoculation theory (McGuire, 1964), results show a) regular use of disclosures on publisher landing pages, b) the absence of disclosures in over half of publisher Twitter Cards, and c) the presence of disclosures corresponded to an increased likelihood of negatively-valenced Twitter posts. Keywords. Persuasion Knowledge Model, inoculation theory, native advertising, social media, journalism SHARING NATIVE ADVERTISING ON TWITTER Sharing Native Advertising on Twitter: Content Analyses Examining Disclosure Practices and Their Inoculating Influence As consumers increasingly ignore, skip, and block advertising, businesses that rely on it have turned to narrative and storytelling formats to get their message in front of an audience. At the same time, news publishers have had to contend with a precipitous drop in advertising revenue as advertisers transition away from the traditional display and classified advertising that supported news organizat

How to Cite

Amazeen, M. & Vargo, C. (2021). Sharing Native Advertising on Twitter: Content Analyses Examining Disclosure Practices and Their Inoculating Influence. Journalism Studies 22(7), 916–933. https://doi.org/10.1080/1461670X.2021.1906298

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This is the author preprint. For the final published version, see the DOI above.