The Psychology of Sponsored Content

We know, everyone is doing something on the Quackalope controversy. But we are using it instead as a backdrop to talk about our relationship with sponsored content. What makes good sponsored content? What does an influencer have to do to make their audience okay with ads? And why do people immediately get skeptical when they know there is sponsored content?

We go back to our psychology roots to talk not about how to make a successful Youtube channel (we don't know the answer to that anyway), but how to make a psychologically successful one.

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Link to John Oliver show: https://www.youtube.com/watch?v=sIi_QS1tdFM&t=538s

Bibliography for today's episode:

Balaban, D. C., Mucundorfeanu, M., & Mureșan, L. I. (2022). Adolescents’ Understanding of the Model of Sponsored Content of Social Media Influencer Instagram Stories. Media and Communication, 10(1), 305–316.

Beckert, J., & Koch, T. (2022). Why context matters in a changing social media environment: The role of placement prominence as a moderator of disclosure effects in sponsored influencer content. Studies in Communication Sciences, 22(1), Article 1. https://doi.org/10.24434/j.scoms.2022.01.3061

Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of Sponsorship Disclosure Timing on the Processing of Sponsored Content: A Study on the Effectiveness of European Disclosure Regulations. Psychology & Marketing, 31(3), 214–224. https://doi.org/10.1002/mar.20688

Carr, C. T., & Hayes, R. A. (2014). The Effect of Disclosure of Third-Party Influence on an Opinion Leader’s Credibility and Electronic Word of Mouth in Two-Step Flow. Journal of Interactive Advertising, 14(1), 38–50. https://doi.org/10.1080/15252019.2014.909296

Chatterjee, P., & Zhou, B. (2021). Sponsored Content Advertising in a Two-Sided Market. Management Science, 67(12), 7560–7574. https://doi.org/10.1287/mnsc.2020.3873

Eisend, M., Van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A Meta-Analysis of the Effects of Disclosing Sponsored Content. Journal of Advertising, 49(3), 344–366. https://doi.org/10.1080/00913367.2020.1765909

The disclosure paradox: How persuasion knowledge mediates disclosure effect...: EBSCOhost. (n.d.). Retrieved May 24, 2023, from https://web-s-ebscohost-com.ezp-prod1.hul.harvard.edu/ehost/pdfviewer/pdfviewer?vid=0&sid=378dd4cf-b989-4ccc-b62b-f3fb7de7a404%40redis

Van Der Goot, M. J., Van Reijmersdal, E. A., & Zandbergen, S. K. P. (2021). Sponsorship Disclosures in Online Sponsored Content: Practitioners’ Considerations. Journal of Media Ethics, 36(3), 154–169. https://doi.org/10.1080/23736992.2021.1935962

van Reijmersdal, E. A., Fransen, M. L., van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., van Lieshout, F., & Boerman, S. C. (2016). Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion. American Behavioral Scientist,