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• W2004176052 abstract "In an experiment (N = 99), effects of subtle and prominent online advertising formats, respectively sponsored content and banner ads, on audience reactions toward the advertisement are tested. In addition, the role of several persuasion knowledge elements such as understanding of persuasive intent and ad skepticism in processing online advertising formats is investigated. Results show that participants find the sponsored content more informative, more amusing, and less irritating than the banner ad. With respect to persuasion knowledge, recognition of the advertising format, understanding of persuasive intent, and ad skepticism are higher for banner ads than for sponsored content. Furthermore, ad skepticism seems to be strongly related to perceived advertising value. These new findings show that persuasion knowledge plays a role in the appreciation of subtle and prominent online advertising formats." @default.
• W2004176052 created "2016-06-24" @default.
• W2004176052 creator A5017731005 @default.
• W2004176052 creator A5087108692 @default.
• W2004176052 date "2012-02-01" @default.
• W2004176052 modified "2023-10-11" @default.
• W2004176052 title "Effects of online advertising format and persuasion knowledge on audience reactions" @default.
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• W2004176052 doi "https://doi.org/10.1080/13527266.2011.620765" @default.
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