Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising
Abstract
Despite recent industry attention, questions remain about how native advertising is perceived and processed by consumers. Two experiments examined effects of language and positioning in native advertising disclosures on recognition of the content as advertising, effects of recognition on brand and publisher evaluations, and whether disclosure position affects visual attention. Findings show that middle or bottom positioning and wording using...
Paper Details
Title
Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising
Published Date
Dec 14, 2015
Journal
Volume
45
Issue
2
Pages
157 - 168
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Notes
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