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Exploring how disclosure works for listicle-style native advertising: the role of persuasion knowledge, persuasion appropriateness and supplementary disclosure effect of brand social media Dong Jae (Jay) Lim, Nathaniel J. Evans & Marilyn Primovic

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 readers. The study explores how consumers recognize and understand native ad forms that mimic listicle-style online news articles. We investigated whether the inclusion of a […]

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

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 (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in 10 readers recognized the […]

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Advertising Nativeness as a Function of Content and Design Congruence Jooyoung Kim and Hanyoung Kim

Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influence advertising outcomes. Using survey data about 32 ad […]

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Native Advertising Bartosz Wojdynski

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 […]

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News vs. native advertising Bartosz Wojdynski

Abstract: This panel engages in a debate about native advertising contextualized within the boundaries of journalism. While this advertising format is not new, it accelerates the trend of blurring the boundaries between news and ads by producing commercial content that looks and feels like news. The capacity of native advertising to potentially alter how the […]

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