caa a22 4500 605484546 CHVBK 20210128100436.0 cr unu---uuuuu 210128e20150801xx s 000 0 eng 10.1007/s10551-014-2227-3 doi (NATIONALLICENCE)springer-10.1007/s10551-014-2227-3 Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story [Elektronische Daten] [Michelle Nelson, Jiwoo Park] Publicity may be considered "covert marketing” when the audience believes the message was created by an independent source (journalist) rather than the product marketer. We focus on one form of publicity—video news releases (VNRs)—which are packaged video segments created and provided for free by a third party to the news organization. VNRs are usually shown without source disclosure. In study one, viewers' beliefs about and perceptions of credibility in a news story (that is actually a VNR) are altered when they acquire persuasion knowledge about VNRs and learn that the source of the story was an unedited VNR. Study two resultsshow similar patterns despite the fact that source disclosure of the story was provided on screen. Importantly, the perceived ethics of VNRs impact perceptions of credibility. Springer Science+Business Media Dordrecht, 2014 Media literacy nationallicence Publicity nationallicence Persuasion knowledge nationallicence Public relations nationallicence Video news releases nationallicence Credibility nationallicence Covert marketing nationallicence Nelson Michelle Department of Advertising, University of Illinois at Urbana-Champaign, 810 S. Wright Street, 61801, Urbana, IL, USA aut Park Jiwoo College of Mass Communication, Southern Illinois University at Carbondale, 1100 Lincoln Dr. Rm. 1005, 62901, Carbondale, IL, USA aut Journal of Business Ethics Springer Netherlands 130/2(2015-08-01), 327-341 0167-4544 130:2<327 2015 130 10551 https://doi.org/10.1007/s10551-014-2227-3 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10551-014-2227-3 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Nelson Michelle Department of Advertising, University of Illinois at Urbana-Champaign, 810 S. Wright Street, 61801, Urbana, IL, USA aut NATIONALLICENCE 700 1- Park Jiwoo College of Mass Communication, Southern Illinois University at Carbondale, 1100 Lincoln Dr. Rm. 1005, 62901, Carbondale, IL, USA aut NATIONALLICENCE 773 0- Journal of Business Ethics Springer Netherlands 130/2(2015-08-01), 327-341 0167-4544 130:2<327 2015 130 10551