04.12.2019
Sabine Einwiller presented the results of a study on "Consumers' perceptions and reactions to content marketing" at ANZMAC 2019 in Wellington, New Zealand. The research, that is based on 100 qualitative interviews with media consumers, finds that people pay little attention to the disclosure lables in native advertising and other forms of content marketing. They also often do not perceive this form of communication as promotion, especially when it doesn't contain images of a product or a company logo. (Authors: Sabine Einwiller, Wolfgang Weitzl, Lina Stürmer, Dan Laufer)
