TY - JOUR T1 - Editorial Content In Native Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 208 LP - 218 DO - 10.2501/JAR-2018-019 VL - 59 IS - 2 AU - Yoori Hwang AU - Se-Hoon Jeong Y1 - 2019/06/01 UR - http://www.journalofadvertisingresearch.com/content/59/2/208.abstract N2 - This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers' responses to native advertising and whether the effect is moderated by either high or low quality of editorial content. Results of an experiment showed significant interaction effects between brand placement and content quality. Brand placement had negative effects on source credibility and message attitudes only when the quality of editorial content was low, not when the quality was high. ER -