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Testing the “Line” between News and Advertising: The Effects of Sponsor Association on the Content and Credibility of Four E-Newspapers

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Abstract:

The purpose of this research was to test the effect of sponsorship association on memory for news content and the credibility and behavioral intent for four e-newspapers. A secondary aim was to examine whether students versus non-student adults responded differently to the Internet sponsorships. The authors conceptualized the line between news and advertising in terms of how closely the sponsor’s product associated with the news. The method was a 3 (sponsor association) x 2 (section) x 4 (newspapers) x 4 (news story) factorial experiment. The participants were 110 students and 81 non-student adults. The high sponsorship association condition significantly decreased the credibility of the e-newspapers. Students and non-students significantly differed with regard to memory for the content, and credibility and behavioral intent for the e-newspapers.

Most Common Document Word Stems:

sponsorship (124), newspap (108), sponsor (103), associ (94), e (91), news (87), advertis (83), student (82), e-newspap (69), credibl (53), content (48), stori (44), journal (41), persuas (39), non (39), non-stud (37), effect (37), knowledg (37), high (37), differ (35), may (35),

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credibility, electronic newspapers, editorial bounds, sponsorships
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MLA Citation:

Rodgers, Shelly., Lim, Jeongsub. and Bae, Jiyang. "Testing the “Line” between News and Advertising: The Effects of Sponsor Association on the Content and Credibility of Four E-Newspapers" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p12917_index.html>

APA Citation:

Rodgers, S. , Lim, J. and Bae, J. "Testing the “Line” between News and Advertising: The Effects of Sponsor Association on the Content and Credibility of Four E-Newspapers" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p12917_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The purpose of this research was to test the effect of sponsorship association on memory for news content and the credibility and behavioral intent for four e-newspapers. A secondary aim was to examine whether students versus non-student adults responded differently to the Internet sponsorships. The authors conceptualized the line between news and advertising in terms of how closely the sponsor’s product associated with the news. The method was a 3 (sponsor association) x 2 (section) x 4 (newspapers) x 4 (news story) factorial experiment. The participants were 110 students and 81 non-student adults. The high sponsorship association condition significantly decreased the credibility of the e-newspapers. Students and non-students significantly differed with regard to memory for the content, and credibility and behavioral intent for the e-newspapers.

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Document Type: PDF
Page count: 33
Word count: 7631
Text sample:
Testing the “Line” between News and Advertising: The Effects of Sponsor Association on the Content and Credibility of Four E-Newspapers Abstract The purpose of this research was to test the effect of sponsorship association on memory for news content and the credibility and behavioral intent for four e-newspapers. A secondary aim was to examine whether students versus non-student adults responded differently to the Internet sponsorships. The authors conceptualized the line between news and advertising in terms of how closely
Mean Memory Scores for Sponsorship Association 11 10 9 8 7 6 5 4 3 2 Level of Association Note: F (2 722) = .015 p = .99 Figure 2 Mean Credibility Scores for Sponsorship Association 61 51 41 31 21 11 Level of Association Note: F (2 722) = 3.10 p < .05 Figure 2 Mean Behavioral Intention Scores for Sponsorship Association 15 13 11 9 7 5 3 Level of Association Note: F (2 722) = 2.12


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