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Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences

Title
Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences
Authors
An, SoontaeKerr, GayleJin, Hyun Seung
Ewha Authors
안순태
SCOPUS Author ID
안순태scopus
Issue Date
2019
Journal Title
JOURNAL OF CONSUMER AFFAIRS
ISSN
0022-0078JCR Link

1745-6606JCR Link
Citation
JOURNAL OF CONSUMER AFFAIRS vol. 53, no. 4, pp. 1421 - 1442
Publisher
WILEY
Indexed
SSCI; SCOPUS WOS
Document Type
Article
Abstract
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.
DOI
10.1111/joca.12235
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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