Borta bra, men hemma bäst: En undersökning av egna och köpta medier
Sammanfattning: The rise of social media has put a focus on the division of owned, paid and earned media, where earned media has recently been hyped at the expense of owned and paid media. Due to a novel area we examine the differences and effects of using owned and paid media, specifically for packaging versus newspapers. Owned and paid media showed no significant differences regarding credibility, persuasion and perceived commerciality, which restored owned media’s status, especially since owned media is more cost efficient. The effects of allowing ads for external brands on the owned medium were also studied. Neither negative nor positive effects were found on the attitude towards the media owner, but the results gave clear positive effects on brand attitude, product benefit, product associations and credibility for the advertising brand as compared to a print ad in a traditional, paid medium. The results show that factors leading to credibility are the perceived purpose to inform, the media owner’s influence on ad content and attitude towards the media owner, while perceived commerciality has a negative impact. Credibility has a positive effect on stated product benefits and on implicit brand associations as well as ad attitude.
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