Now You See Me, But You Don't Know: Consumer Processing of Native Advertisements in Online News Sites. Issue 2 (3rd July 2017)

• Record Type: Journal Article
• Authors: Jiang, Mengtian; McKay, Brigitte A.; Richards, Jef I.; Snyder, Wally
• Is Part Of: Journal of interactive advertising. Volume 17:Issue 2(2017)
• Page Start: 92
• Page End: 108
• Publication Date: 2017-07-03
• Subjects: Native advertising -- consumer attention -- recognition of persuasive intent -- consumer perception; Advertising -- Periodicals; Internet advertising -- Periodicals; Interactive multimedia -- Periodicals; 659.144
• DOI: 10.1080/15252019.2017.1399839
• Languages: English
• ISSNs: 1525-2019

Abstract

ABSTRACT: Native advertising has become a growing trend in news outlets to break through the clutter of advertisements to reach consumers. This exploratory study investigates consumers' cognitive processing of native advertisements in U.S. online news sites. Using think aloud techniques, 30 interviews revealed that two-thirds of participants saw native ads in the provided online news sites, but less than half of them were aware of the persuasive intent of the native ads. For those who recognized native advertisements in the news sites, brand elements, and ad disclosures were the most commonly reported identifiers. Furthermore, native advertising does not always generate negative perceptions. Practical and policy implications and future research directions are discussed.