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- W4313333029 endingPage "643" @default.
- W4313333029 startingPage "607" @default.
- W4313333029 abstract "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." @default.
- W4313333029 created "2023-01-06" @default.
- W4313333029 creator A5014099467 @default.
- W4313333029 creator A5064466883 @default.
- W4313333029 creator A5083811020 @default.
- W4313333029 date "2022-12-29" @default.
- W4313333029 modified "2023-09-30" @default.
- W4313333029 title "Exploring the Effects of Media Format and Disclosure of Native Twitter Ads on Consumer Evaluations and Decision-Making" @default.
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