Original paper
Advertising in disguise? How disclosure and content features influence the effects of native advertising
Abstract
Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term...
Paper Details
Title
Advertising in disguise? How disclosure and content features influence the effects of native advertising
Published Date
Apr 4, 2020
Journal
Volume
45
Issue
3
Pages
303 - 324
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Notes
History