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

页码：378 / 388

页数：11

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