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Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story

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  • Michelle Nelson
  • Jiwoo Park

Abstract

Publicity may be considered “covert marketing” when the audience believes the message was created by an independent source (journalist) rather than the product marketer. We focus on one form of publicity—video news releases (VNRs)—which are packaged video segments created and provided for free by a third party to the news organization. VNRs are usually shown without source disclosure. In study one, viewers’ beliefs about and perceptions of credibility in a news story (that is actually a VNR) are altered when they acquire persuasion knowledge about VNRs and learn that the source of the story was an unedited VNR. Study two results show similar patterns despite the fact that source disclosure of the story was provided on screen. Importantly, the perceived ethics of VNRs impact perceptions of credibility. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • Michelle Nelson & Jiwoo Park, 2015. "Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story," Journal of Business Ethics, Springer, vol. 130(2), pages 327-341, August.
    • Handle: RePEc:kap:jbuset:v:130:y:2015:i:2:p:327-341
    DOI: 10.1007/s10551-014-2227-3
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    References listed on IDEAS

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    Cited by:

    1. Visentin, Marco & Pizzi, Gabriele & Pichierri, Marco, 2019. "Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 99-112.
    2. Runxi Zeng & Siting Guo & Richard Evans, 2024. "Intentional news avoidance on short-form video platforms: a moderated mediation model of psychological reactance and relative entertainment motivation," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-9, December.
    3. Vahid Rahmani, 2023. "Persuasion knowledge framework: Toward a comprehensive model of consumers’ persuasion knowledge," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 12-33, June.

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