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- Title
Native Advertising and Digital Natives: The Effects of Age and Advertisement Format on News Website Credibility Judgments.
- Authors
Howe, Patrick; Teufel, Brady
- Abstract
This study examines the effects that both age and the presence of native advertisements have on credibility judgments toward a news website. The results suggest that the presence of native advertising had no significant effect on the viewer's perception of credibility. Participants who were exposed to traditional banner-type ads were more likely to report having noticed advertising on the website as compared to those who were exposed to native advertisements, and younger respondents were more likely to notice advertising in general. Older respondents judged the site, regardless of the advertising type shown, as more credible than did their younger counterparts.
- Subjects
UNITED States; NEWS websites; CREDIBILITY of the press; JUDGMENT (Psychology); INTERNET advertising; COLLEGE students
- Publication
#ISOJ Journal, 2014, Vol 4, Issue 1, p78
- ISSN
2328-0700
- Publication type
Article