Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)

Volume: 37, Issue: 5, Pages: 671 - 697
Published: Sep 3, 2018
Abstract
Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we...
Paper Details
Title
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
Published Date
Sep 3, 2018
Volume
37
Issue
5
Pages
671 - 697
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