Audience response to brand journalism: The effect of frame, source, and involvement

James T. Cole, Jennifer D. Greer

Research output: Contribution to journalReview articlepeer-review

33 Scopus citations

Abstract

This study examined reactions to brand journalism in light of frame, source, and product involvement. Participants in an experimental study viewed a custom magazine with either a commercial (branded) or editorial (nonbranded) frame and read a story quoting either a peer or a corporate source. Readers rated the nonbranded magazine higher in credibility, but source cues had no direct effects on credibility ratings. Source did matter when combined with consumer product involvement. Highly involved consumers had stronger brand attitudes and purchase intent after reading advice from a peer source; low-involved consumers responded more favorably to a corporate source.

Original languageEnglish
Pages (from-to)673-690
Number of pages18
JournalJournalism and Mass Communication Quarterly
Volume90
Issue number4
DOIs
StatePublished - Dec 2013

Keywords

  • Advertising
  • Communication effects
  • Communication theory
  • Framing
  • Magazines

ASJC Scopus subject areas

  • Communication

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