Effects of Disclosing Sponsored Content in Blogs : How the Use of Resistance Strategies Mediates Effects on Persuasion

  title={Effects of Disclosing Sponsored Content in Blogs : How the Use of Resistance Strategies Mediates Effects on Persuasion},
  author={Eva A. van Reijmersdal and Marieke L. Fransen and Guda van Noort and Suzanna J. Opree and Lisa Vandeberg and Sanne Reusch and Floor van Lieshout and Sophie C. Boerman},
This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We… CONTINUE READING
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