Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance

This study explores how young millennials understand and respond to newsfeed native advertising on Facebook, rooting our focus on its covert nature of the ad format. Drawing insight from two persuasion-related theories, we conducted focus group interviews and in-depth interviews with Facebook users aged 19–29. The study revealed three major themes regarding their interactions with newsfeed ads: persuasion knowledge, positive and negative...