RT Journal Article SR Electronic T1 Editorial Content In Native Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP 208 OP 218 DO 10.2501/JAR-2018-019 VO 59 IS 2 A1 Hwang, Yoori A1 Jeong, Se-Hoon YR 2019 UL http://www.journalofadvertisingresearch.com/content/59/2/208.abstract 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.