IDEAS home Printed from https://ideas.repec.org/a/kap/jbuset/v130y2015i2p327-341.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s10551-014-2227-3
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s10551-014-2227-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
    2. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    3. Gary Schwitzer, 2008. "How Do US Journalists Cover Treatments, Tests, Products, and Procedures? An Evaluation of 500 Stories," PLOS Medicine, Public Library of Science, vol. 5(5), pages 1-5, May.
    4. Lord, Kenneth R. & Putrevu, Sanjay, 1993. "Advertising and publicity: An information processing perspective," Journal of Economic Psychology, Elsevier, vol. 14(1), pages 57-84, March.
    5. Diego Rinallo & Suman Basuroy & Ruhai Wu & Hyo Jin Jeon, 2013. "The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions," Post-Print hal-01838423, HAL.
    6. Reid, Leonard N. & Soley, Lawrence C. & Vander Bergh, Bruce G., 1981. "Does source affect response to direct advocacy print advertisements?," Journal of Business Research, Elsevier, vol. 9(3), pages 309-319, September.
    7. Diego Rinallo & Suman Basuroy & Ruhai Wu & Hyo Jeon, 2013. "The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions," Journal of Business Ethics, Springer, vol. 114(3), pages 425-441, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andrea L. Micheaux & Dominique Crié & Annabel Martin-Salerno & Daphné Salerno, 2018. "The importance of being Earnest in social media: juxtaposing Oscar Wilde’s script with an empirical case study to examine digital deceit from the blogger’s perspective," Post-Print hal-01828584, HAL.
    2. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    3. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    4. Caldieraro, Fabio & Cunha, Marcus, 2022. "Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 724-744.
    5. Joëlle Vanhamme & Valérie Swaen & Guido Berens & Catherine Janssen, 2015. "Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility," Marketing Letters, Springer, vol. 26(4), pages 565-578, December.
    6. Zhuang, Mengzhou & Cui, Geng & Peng, Ling, 2018. "Manufactured opinions: The effect of manipulating online product reviews," Journal of Business Research, Elsevier, vol. 87(C), pages 24-35.
    7. Mehdi Hossain & Ritesh Saini, 2014. "Suckers in the morning, skeptics in the evening: Time-of-Day effects on consumers’ vigilance against manipulation," Marketing Letters, Springer, vol. 25(2), pages 109-121, June.
    8. Jones, Michael A. & Taylor, Valerie A., 2018. "Marketer requests for positive post-purchase satisfaction evaluations: Consumer depth interview findings," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 218-226.
    9. Avramova, Yana R. & Dens, Nathalie & De Pelsmacker, Patrick, 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text," Journal of Business Research, Elsevier, vol. 128(C), pages 20-30.
    10. Golovacheva, E., 2016. "When consumers activate persuasion knowledge: Review of antecedents and consequences," Working Papers 6440, Graduate School of Management, St. Petersburg State University.
    11. J?rg Tropp & Corinna Beuthner, 2018. "Customers¡¯ Understanding of Engagement Advertising," Studies in Media and Communication, Redfame publishing, vol. 6(2), pages 57-76, December.
    12. James J. Zboja & Ronald A. Clark & Diana L. Haytko, 2016. "An offer you can’t refuse: consumer perceptions of sales pressure," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 806-821, November.
    13. Yann Verhellen & Caroline Oates & Patrick Pelsmacker & Nathalie Dens, 2014. "Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 235-255, June.
    14. Hamby, Anne & Daniloski, Kim & Brinberg, David, 2015. "How consumer reviews persuade through narratives," Journal of Business Research, Elsevier, vol. 68(6), pages 1242-1250.
    15. Nora Moran, 2020. "Illusion of safety: How consumers underestimate manipulation and deception in online (vs. offline) shopping contexts," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 890-911, September.
    16. Kachersky, Luke, 2011. "Reduce Content or Raise Price? The Impact of Persuasion Knowledge and Unit Price Increase Tactics on Retailer and Product Brand Attitudes," Journal of Retailing, Elsevier, vol. 87(4), pages 479-488.
    17. Grant, Adam M. & Hofmann, David A., 2011. "Outsourcing inspiration: The performance effects of ideological messages from leaders and beneficiaries," Organizational Behavior and Human Decision Processes, Elsevier, vol. 116(2), pages 173-187.
    18. Yana R. Avramova & Patrick De Pelsmacker & Nathalie Dens, 2018. "How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 500-518, November.
    19. Matthews, Lynn & Eilert, Meike & Carlson, Les & Gentry, Jim, 2020. "When and how frontline service employee authenticity influences purchase intentions," Journal of Business Research, Elsevier, vol. 114(C), pages 111-123.
    20. Wang, Xuehua & Keh, Hean Tat, 2017. "Consumer susceptibility to cross-selling persuasion: The roles of self-construal and interpersonal harmony," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 177-184.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:jbuset:v:130:y:2015:i:2:p:327-341. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.