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Is Native Advertising Effective for Corporate Social Responsibility Messaging?

How Advertising Recognition Affects Consumer Responses to Proactive versus Reactive CSR

Linwan Wu, Holly Overton
DOI: 10.2501/JAR-2020-019 Published 1 September 2020
Linwan Wu
University of South Carolina,
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  • For correspondence: linwanwu@mailbox.sc.edu
Holly Overton
University of South Carolina,
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  • For correspondence: overton@sc.edu
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Article Information

DOI 
https://doi.org/10.2501/JAR-2020-019

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received May 8, 2019
  • Received (in revised form) November 13, 2019
  • Accepted January 2, 2020
  • Published online September 1, 2020.

Article Versions

  • You are currently viewing a Previous version of this article (September 1, 2020 - 01:15).
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Copyright & Usage 
Copyright© 2020 ARF. All rights reserved.

Author Information

  1. Linwan Wu
  1. University of South Carolina, linwanwu{at}mailbox.sc.edu
  1. Holly Overton
  1. University of South Carolina, overton{at}sc.edu
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Vol 63 Issue 3

Journal of Advertising Research: 63 (3)
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Is Native Advertising Effective for Corporate Social Responsibility Messaging?
Linwan Wu, Holly Overton
Journal of Advertising Research Sep 2020, JAR-2020-019; DOI: 10.2501/JAR-2020-019

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Is Native Advertising Effective for Corporate Social Responsibility Messaging?
Linwan Wu, Holly Overton
Journal of Advertising Research Sep 2020, JAR-2020-019; DOI: 10.2501/JAR-2020-019
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    • ABSTRACT
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    • INTRODUCTION
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  • Purpose Advertising And the Credibility Gap
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