Transparency of digital native and embedded advertising: Opportunities and challenges for regulation and education

被引：20
作者：
van Reijmersdal, Eva A. [1 ]
Rozendaal, Esther [2 ]
机构：
[1] Univ Amsterdam, Amsterdam Sch Commun Res ASCoR, Amsterdam, Netherlands
[2] Radboud Univ Nijmegen, Behav Sci Inst, Nijmegen, Netherlands
来源：
COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH | 2020年 / 45卷 / 03期
关键词：
native advertising; regulation; education; future research; PERSUASION KNOWLEDGE; SPONSORSHIP DISCLOSURE; PRODUCT PLACEMENT; LITERACY; CHILDREN;
D O I：
10.1515/commun-2019-0120
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
This article elaborates on one of the main characteristics of digital native and embedded advertising: its lack of transparency. Challenges and opportunities for disclosing native advertising practices as well as how educational measures concerning this type of advertising should look are discussed. In addition, a future research agenda is presented.
引用
收藏
页码：378 / 388
页数：11
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