This five-item scale measures how aware a person is that a political party's social media posts are intended to promote the party and improve attitudes toward it. Binder et al. (2022) used it with 430 participants in Austria in research on targeting disclosures and political fit in social media advertising. The items were developed from ideas in Boerman et al.'s (2018) work on persuasion knowledge of sponsored content.
7-point Likert; stem: "The goal of the posts is to ..."
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .95 (Binder et al. 2022, p. 214). A CFA with several other measures showed acceptable model fit and high loadings for these items (Online Appendix A), although validity was not discussed as such. Swapping the stem (e.g., 'The goal of the ads is to ...') would let researchers apply the items to advertising or other media. Companion measures from the same study: Political Party Evaluation (ID 90261) and Personal Information Importance (ID 90466). See also Privacy Intention (Online) (ID 90491) and Persuasion Knowledge Scale (ID 229).
Binder, Alice, Marlis Stubenvoll, Melanie Hirsch, and Jörg Matthes (2022), "Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors," Journal of Advertising, 51 (2), 206-222.
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