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  1. Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story.Michelle R. Nelson & Jiwoo Park - 2015 - Journal of Business Ethics 130 (2):327-341.
    Publicity may be considered “covert marketing” when the audience believes the message was created by an independent source rather than the product marketer. We focus on one form of publicity—video news releases —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 are altered when they acquire persuasion knowledge about VNRs and (...)
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