Sharing Native Advertising on Twitter : Content Analyses Examining Disclosure Practices and Their Inoculating Influence

Based upon a large data set of Tweets linking to native advertising from leading U.S. news publications, this study provides human content analyses of the practice of native advertising disclosure in the field and explores whether disclosures serve the inoculating function of resistance to persuasion. Leveraging the Persuasion Knowledge Model (Friestad & Wright, 1994) and inoculation theory (McGuire, 1964), results show a) regular use of disclosures on publisher landing pages, b) the absence of disclosures in over half of Tweeted publisher Twitter Cards, and c) the presence of disclosures corresponded to an increased likelihood of negatively-valenced posts