Exploring the effects of online advertising on reader's perceptions of online news

Hyeseung Yang, Mary Beth Oliver

Research output: Contribution to journalArticle

22 Citations (Scopus)

Abstract

This study examined how commercialization of Internet news sites can impact perceptions of news. An experiment (N=260) showed that perceptions of online news stories varied as a function of the presence or seriousness of online advertising and Internet use (light versus heavy). Among light Internet users, the inclusion of advertisements resulted in significantly lower perceived news value of hard news stories.

Original languageEnglish (US)
Pages (from-to)733-749
Number of pages17
JournalJournalism and Mass Communication Quarterly
Volume81
Issue number4
DOIs
StatePublished - Jan 1 2004

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Marketing
news
Internet
news value
commercialization
inclusion
experiment
Experiments

All Science Journal Classification (ASJC) codes

  • Communication

Cite this

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Exploring the effects of online advertising on reader's perceptions of online news. / Yang, Hyeseung; Oliver, Mary Beth.

In: Journalism and Mass Communication Quarterly, Vol. 81, No. 4, 01.01.2004, p. 733-749.

Research output: Contribution to journalArticle

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