PT  - JOURNAL ARTICLE
AU  - Yoori Hwang
AU  - Se-Hoon Jeong
TI  - Editorial Content In Native Advertising
AID  - 10.2501/JAR-2018-019
DP  - 2019 Jun 01
TA  - Journal of Advertising Research
PG  - 208--218
VI  - 59
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/59/2/208.short
4100  - http://www.journalofadvertisingresearch.com/content/59/2/208.full
SO  - J Advert Res2019 Jun 01; 59
AB  - 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.