Consumers’ Response to Format Characteristics in Native Advertising

Volume: 61, Issue: 2, Pages: 212 - 224
Published: Sep 28, 2020
Abstract
null The key characteristic of native advertising is that it simulates the format of the editorial content. The current study examines how format similarity—the extent to which the format of an advertisement is similar to the format of the editorial content—affects consumers9 responses to the advertisement and whether the effects differ by format novelty, the extent to which the format of the editorial content is novel or familiar to consumers....
Paper Details
Title
Consumers’ Response to Format Characteristics in Native Advertising
Published Date
Sep 28, 2020
Volume
61
Issue
2
Pages
212 - 224
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