Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences
- 주제(기타) Business
- 주제(기타) Economics
- 설명문(일반) [An, Soontae] Ewha Womans Univ, Div Commun & Media, Seoul, South Korea; [Kerr, Gayle; Jin, Hyun Seung] QUT Business Sch, Brisbane, Qld, Australia
- 관리정보기술 faculty
- 등재 SSCI, SCOPUS
- OA유형 Green Submitted
- 발행기관 WILEY
- 발행년도 2019
- URI http://www.dcollection.net/handler/ewha/000000169449
- 본문언어 영어
- Published As https://dx.doi.org/10.1111/joca.12235
초록/요약
This study assessed consumers' initial reactions to in-feed native ads appearing as news content. In particular, it focuses on consumers' recognition of advertising when they realize that content they had thought were news stories had in fact been advertising. Recognition of advertising made consumers infer that advertisers had deliberately manipulated them. Consequently, consumers engaged less with the message, had less positive attitudes toward the brand, and were less likely to purchase and share. The results demonstrated the mechanisms through which the two mediators, manipulative intent and message engagement, lowered brand attitude, purchase intention, and sharing intention. In addition, ad disclosure made more people recognize the ad when they were exposed to it than when it was not disclosed as an ad.
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