Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
Open Access
- 23 April 2018
- journal article
- conference paper
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 37 (5) , 671-697
Abstract
Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we developed the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) that measures nine components: (1) recognition of sponsored content, (2) understanding of selling and persuasive intent, (3) recognition of the commercial source of sponsored content, (4) understanding of persuasive tactics, (5) understanding of the economic model, (6) self-reflective awareness of the effectiveness of sponsored content, (7) skepticism toward sponsored content, (8) appropriateness of sponsored content, and (9) liking of sponsored content. All scales have good to appropriate validity and reliability. Recommendations for future research are discussed.Keywords
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