PT  - JOURNAL ARTICLE
AU  - Linwan Wu
AU  - Holly Overton
TI  - Is Native Advertising Effective for Corporate Social Responsibility Messaging?
AID  - 10.2501/JAR-2020-019
DP  - 2021 Dec 01
TA  - Journal of Advertising Research
PG  - 382--396
VI  - 61
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/61/4/382.short
4100  - http://www.journalofadvertisingresearch.com/content/61/4/382.full
SO  - J Advert Res2021 Dec 01; 61
AB  - This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the persuasion purpose of the native advertisement. This study also confirms perceived manipulativeness as the underlying mechanism of advertising recognition, and values-driven motivation as the underlying mechanism of CSR type in the context of native advertising.