Cognitive Perception of Native Advertising in the Spanish and Portuguese Digital Press

Datos Bibliográficos

ID22010773
AutoresFernando Zamith (0000-0002-9118-2289, Universidade do Porto), Luis Mañas-Viniegra (0000-0001-9129-5673, Universidad Complutense de Madrid, autor de correspondencia), Patricia Núñez Gómez (0000-0002-0073-2020, Universidad Complutense de Madrid)
Año2025
Volumen13
Número2
Páginas213-231
Fecha de publicación2025-02-07
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaDigital Journalism (JOURNAL)
Identificadores de la revistaISSN: 2167-0811 • E-ISSN: 2167-082X
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/21670811.2021.1919536
OpenAlexW3171924358
IdiomaEN
Citas recibidas3
Referencias citadas57

The digital press has evolved from static or interactive banner advertisements to integrating advertising into news and editorial content. This has stimulated an increase in press income in Spain and Portugal, with a simultaneous and progressive decline in conventional advertising revenues. In-feed native advertisements promoting branded content campaigns have become important drivers of awareness. However, content recommendation advertisements posing as news often produce sensationalist headlines, which rarely correspond to the actual content of the article. This neuromarketing study aims to determine the attention generated and the intensity of emotions produced by both types of content. The study is utilizes eye-tracking techniques and galvanic skin response analysis (GSR) on a sample of 60 subjects to compare the perceptions of young Spanish and Portuguese readers. Additionally, the stimuli used were taken from the digital editions of El País and El Mundo (Spain), as well as Correio da Manhã and Diário de Notícias (Portugal). The results suggest that in-feed native advertising captures greater attention among the youth than content recommendation advertisements, even though the intensity of emotions is more likely related to the content than to the format of content presentation

Advertising · Business · Content analysis · Newspaper · Perception · Portuguese · Sensationalism · Social science · Sociology · Advertising and Communication Studies · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology