Exploring the Effects of Media Format and Disclosure of Native Twitter Ads on Consumer Evaluations and Decision-Making

• Published in: Journal of promotion management Vol. 29; no. 5; pp. 607 - 643
• Main Authors: Pierre, Louvins, Oeldorf-Hirsch, Anne, Yang, Yukyung
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 04.07.2023; Taylor & Francis Ltd
• Subjects: Acknowledgment; Advertising; Attitudes; Between-subjects design; Decision making; disclosure; Intrusiveness; media format; Native advertising; Persuasion; persuasion knowledge; Twitter
• ISSN: 1049-6491; 1540-7594
• DOI: 10.1080/10496491.2022.2163039

Limited research exists on how media format and disclosure influence knowledge about and attitude toward, native ads on Twitter. In response, two experiments were conducted with a 3 (text only, text plus image, or video) X 2 (disclosure present or absent) between-subjects design to test how media format, disclosure, and ad recognition influence attitudes and behavioral intentions. Study 1 (N = 322) showed that richer media help to reduce situational persuasion knowledge; while Study 2 (N = 174) revealed ad recognition exerts a negative effect on manipulativeness. Moreover, both studies show skepticism, intrusiveness, and manipulativeness negatively predict attitudes. By implication, we conclude that situational persuasion knowledge should be aimed to be minimized by marketers through native ad design and that rich media with disclosure may help advertising effectiveness.