Native Advertising

Colin Campbell, Pamela Grimm, Manoj Hastak, Michael Panzera, Laura Sullivan, & Bart Wojdynski. Native Advertising: Evolving Understanding and Emerging Concerns. 2017 AMA Marketing & Public Policy Conference.

Abstract: Native advertising is a form of advertising that blends into the form and function of the digital environment in which it is placed (Campbell and Marks, 2015; FTC, 2015a, 2015b; IAB, 2013; Wojdynski and Evans, 2016). Similar in form to advertorials (Kim, Pasadeos and Barban, 2001; van Reijmersdal, Neijens, and Smit, 2005), native advertising potentially raises ethical concerns since it can mask the source and commercial intent of the advertisement (Petty and Andrews, 2008; Wojdynski and Evans, 2016). In response to these concerns, the FTC has developed guidelines for appropriate disclosure in native advertising (FTC, 2015a, 2015b) as well as hosted events dedicated to better understanding how consumers respond to native advertising (FTC, 2013, 2016). Conceptual (e.g. Carlson, 2005; Campbell and Marks, 2015) and empirical (e.g. Lee, Kim, and Ham, 2016; Wojdynski, 2016; Wojdynski and Evans, 2016) academic understanding of native advertising is also developing. Despite these advances, there much remains to be discovered about this new ad form. Our goal with this special session is promote research on the important policy, business, and marketing implications stemming from the growth of native advertising. Our aim is to bridge current understanding across these different spheres, stimulate conversation on this important topic, and identify policy-relevant research opportunities. In short, the session will synthesize current knowledge of native advertising and advance an agenda of where research on this topic is needed.

Bartosz Wojdynski 

Related Research


Exploring how disclosure works for listicle-style native advertising: the role of persuasion knowledge, persuasion appropriateness and supplementary disclosure effect of brand social media

Abstract: Listicles are a new media phenomenon that appear on a news organization’s website; they are articles that use a ranked list and offer concise details about a topic to […]

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Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts.

ABSTRACT: Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults […]

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