Examining audience reactions to brand journalism

An experimental study was conducted to assess the audience's reaction to framing and attributed source cues in brand journalism, also referred to as custom content, custom publishing, or named for method of delivery (i.e. "customer magazines"). Given that establishing trust with customers, brand-building, and influencing purchase decisions are goals of brand journalism, this study examined the effect of commercial/branded or editorial/non-branded frames and use of corporate or peer customer sources on message credibility, attitude toward the brand, and purchase intent, with media savvy and involvement with the product as moderating factors. It was found that the editorial/non-branded frame had a positive effect on message credibility, while source cues alone had no direct effect on message credibility, attitude toward the brand, or purchase intent. However, involvement with the product emerged as a primary factor, having a greater effect on message credibility, attitude toward the brand, and purchase intent than frame or source cues as they were manipulated in this study. Further, involvement with the product exhibited significant interacting effects with source cues. Participants showing high involvement with the product were more likely to rate attitude toward the brand and purchase intent higher when information in brand journalism is attributed to a peer customer source, while participants showing low involvement with the product were more likely to rate attitude toward the brand and purchase intent higher when information in brand journalism is attributed to a corporate source. (Published By University of Alabama Libraries