Playing to Strengths,Catering to Tastes—The Impact of Native Advertising Recognizability and Publisher Type on Consumer Brand Attitude
With the widespread adoption of social media platforms and the rise of independent media accounts,native advertis-ing within social media holds significant commercial value for brand communication and targeted advertising.Inappropriate ad disclosures can trigger consumer concerns about deception and cognitive resistance,leading to negative brand attitudes.This study examines the impact of the recognizability of native ads and the type of publisher on consumer brand attitudes.Research conducted across three experiments demonstrates an interaction effect between ad recognizability and publisher type,with cog-nitive resistance mediating this interaction and the style of content information acting as a moderator.The findings of this study enrich the literature on native advertising disclosures and offer practical insights for businesses deploying native advertisements on social media platforms.
native advertisementadvertising identifiabilitytype of publisherbrand attitude
NETL
NSTL
万方数据
