Native Advertising. Are consumers being deceived? A new study suggests this is the case.

Photo Doug Kessler Native advertising is a relatively new word to describe advertiser-sponsored content disguised as editorial content. It is expected that the total spending on native advertising will take a 52% share of the digital display market and reach €13.2 billion by 2020, which is an increase of 156% over year to date (WARC, 2016). Generally the use of the method is driven by publishers who are facing declining ad spend and an increase in the use of ad blockers. And the method seems to work well according to Yahoo CEO Marissa Meyer (2014). Controversial method The native advertising method is sometimes a contentious issue. Basically there are two arguments that play a role. Firstly,

Home is where the heart is? The role of identity in populism’s persuasiveness

Most scholars agree that populism is a highly persuasive communication strategy. As a reader of this post, you may be inclined to think: not for me, I am not buying the hostile ‘us’ versus ‘them’ oppositions articulated by Wilders, Strache, le Pen, or other members of populist party families. Your resistance makes perfect sense, since you are most likely to think of yourself as a cosmopolitan individual who does not really experience a strong bond to the nation as the heartland. Instead, bigger communities such as Europe or the globe are most likely to be your home. In your view, borders only restrict the freedom of movement between friends, knowledge or markets. It is exactly the perception

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