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 Yoori Hwang
A1 Se-Hoon Jeong
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.