The Effects of Native Ads on Consumer Brand Engagement: The Moderating Role of Website Credibility
- Authors
- Lee, Jin Kyun; Lee, Ki-young; Kim, Mikyoung
- Issue Date
- May-2019
- Publisher
- Routledge
- Keywords
- consumer engagement; Native ad; perceived deceptiveness; source disclosure; website credibility
- Citation
- Journal of Promotion Management, v.25, no.7, pp.935 - 958
- Journal Title
- Journal of Promotion Management
- Volume
- 25
- Number
- 7
- Start Page
- 935
- End Page
- 958
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/12639
- DOI
- 10.1080/10496491.2019.1612494
- ISSN
- 1049-6491
- Abstract
- This research examined the effect of native ads on consumer brand engagement–specifically, how source disclosure of ad sponsors affected consumers’ perceived ad deceptiveness as well as their attitude toward the company and the brand. It also explored the moderating role of website credibility. One hundred and ten college students in South Korea participated in the experimental study, which found that high source disclosure of ad sponsors positively affected perceived deceptiveness. The effect of source disclosure on perceived deceptiveness was moderated by website credibility. Perceived deceptiveness negatively affected consumers’ attitude toward the company and the brand. The mediating role of perceived deceptiveness between source disclosure and consumer brand engagement was confirmed only when website credibility was high. The paper discusses the theoretical and practical implications of the findings as well as suggestions for future research in this area. © 2019, © 2019 Taylor & Francis Group, LLC.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/12639)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.