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Showing papers in "Journal of Interactive Advertising in 2017"


Journal ArticleDOI
TL;DR: In this paper, the effect of disclosure language (control/no disclosure, SP, sponsored, and paid ad) in Instagram-based influencer advertising on ad recognition, brand attitude, and pu...
Abstract: In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, pu...

429 citations


Journal ArticleDOI
TL;DR: In this paper, the authors used two experiments to identify characteristics of native advertising discerning features and found that consumers' ability to identify sponsored news articles as advertising is low, while advertisers' ability of identifying news articles is high.
Abstract: Past research has shown that consumers' ability to identify sponsored news articles as advertising is low. This study utilized two experiments to identify characteristics of native advertising disc...

60 citations


Journal ArticleDOI
TL;DR: This paper investigated the influence of both disclosure recognition and brand presence on readers' persuasion knowledge (PK) and subsequent evaluations, and found that disclosure recognition resulted in higher conceptual PK, yet this had no effect on readers" attitudinal PK and evaluations.
Abstract: While several studies have focused on native advertisements' disclosures, little research has been conducted on native advertisements' content. Therefore, this study investigated the influence of both disclosure recognition and brand presence on readers' persuasion knowledge (PK) and subsequent evaluations. Results of an online study (N = 290) showed that disclosure recognition resulted in higher conceptual PK, yet this had no effect on readers' attitudinal PK and evaluations. Conversely, high brand presence did not increase readers' conceptual PK, but it did increase attitudinal PK, which subsequently decreased evaluations of the ad, brand, and news medium. Implications are discussed.

55 citations


Journal ArticleDOI
TL;DR: In this article, the authors present 10 key propositions that reflect practitioners' perspectives and form an agenda for further scientific research in the field of digital native advertising, and also provide new insights into the effectiveness of DBN advertising.
Abstract: Digital native advertising is a subtle form of digital advertising that is integrated closely with its context. Practitioners are increasingly assigning budgets to this advertising strategy. On the basis of 22 in-depth expert interviews with senior executives of advertising brands, publishing companies, and media agencies, this study provides new insights into the effectiveness of digital native advertising. We also shed light on factors in the field of content and context of digital native advertising that influence its performance. We present 10 key propositions that reflect practitioners' perspectives and form an agenda for further scientific research in the field of digital native advertising.

48 citations


Journal ArticleDOI
TL;DR: In this paper, the authors investigated consumers' cognitive processing of native advertising and found that it is a growing trend in news outlets to break through the clutter of advertisements to reach consumers.
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 ...

34 citations


Journal ArticleDOI
TL;DR: In this paper, a content analysis was conducted to examine the effectiveness of specific communication and branding strategies for ethical branding in the context of ethical communication and marketing, and the authors concluded that "even as ethical branding gains increasing prominence, it remains somewhat unexplored".
Abstract: Even as ethical branding gains increasing prominence, the effectiveness of specific communication and branding strategies remains somewhat unexplored. A content analysis was conducted to examine Fo...

29 citations


Journal ArticleDOI
TL;DR: This paper explored how product type and featured spokesperson affected perceived congruence between a native ad and a social media platform and the level of acceptance of the native ad, and found that the perceived similarity between the two was positively associated with the acceptance of native ads.
Abstract: This study explored how product type and featured spokesperson affected (a) perceived congruence between a native ad and a social media platform and (b) level of acceptance of the native ad and, in...

26 citations


Journal ArticleDOI
TL;DR: In this article, the authors propose and test an exploratory framework for the likelihood of consumers' social media advocacy behaviors (SABs; e.g., “liking” brand pages, share brand postings) using the context of luxury brands.
Abstract: Consumers can take advocacy actions on social media websites that validate and amplify brand messages and brand meanings. But why do some consumers choose to become brand advocates in social media while others do not? We propose and test an exploratory framework for the likelihood of consumers' social media advocacy behaviors (SABs; e.g., “Liking” brand pages, share brand postings) using the context of luxury brands. We posit that brand-level, social-influence, and individual-difference variables will influence the likelihood of SABs. Further, the effects of these independent variables will be mediated by three motivating variables—consumer perceptions of self-enhancement benefit, community identification benefit, and utilitarian benefit from SABs—and one inhibiting variable, social-evaluative anxiety from SABs. A study with 413 nonstudent, female participants supported our framework.

22 citations


Journal ArticleDOI
TL;DR: Results indicate that increasing the number of customization options increases perceptions of identity with the source and control over the source, which reduces psychological reactance to the persuasive message and ultimately increases product liking.
Abstract: Previous research has indicated that giving users the opportunity to customize a persuasive source led to increased liking for the product that the source was selling. In this study, users were eit...

22 citations


Journal ArticleDOI
TL;DR: An online survey (N = 320) was conducted by as discussed by the authors to examine the effects of social media characteristics on native ad effectiveness and found perceived intimacy, professionalism, and anonymity to be positive factors.
Abstract: An online survey (N = 320) was conducted to examine the effects of social media characteristics on native ad effectiveness. Results show perceived intimacy, professionalism, and anonymity positivel...

16 citations


Journal ArticleDOI
TL;DR: A review of the advertising literature published in the Journal of Interactive Advertising through the application of a paradigm funnel provides a foundation for helping advertising scholars identify patterns, existing gaps in the literature, and research opportunities for the future that will expand the understanding of interactive advertising.
Abstract: This study presents a review of the advertising literature published in the Journal of Interactive Advertising (JIAD) through the application of a paradigm funnel. The technique is designed to systematically explore, classify, and analyze a body of work to gain insight into the current status of a research paradigm. Subsequently, interactive advertising is defined within a scholarly framework and more than 186 research articles are evaluated. The results provide a foundation for helping advertising scholars identify patterns, existing gaps in the literature, and research opportunities for the future that will expand our understanding of interactive advertising.

Journal ArticleDOI
TL;DR: In a recent special issue of JIAD as mentioned in this paper, the authors present a survey of the current state of the art in the field of native advertising, focusing on two primary concerns: strategy and policy.
Abstract: “Native advertising” is a term that has recently gained wide attention in the advertising industry. The concept of “native monetization” was first used by investor Fred Wilson at the Online Media, Marketing, and Advertising Conference in 2011 to refer to advertising that is unique and native to the user experience on a website (Wasserman 2012). This approach, which results in higher message acceptance and, therefore, higher ad effectiveness, is good for publishers, advertisers, and consumers because it can generate higher profits, promote positive brand outcomes, and deliver relevant information. Through native advertising, broadly defined as “content that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online” (Native Advertising: A Guide for Businesses, 2015, para. 9), advertisers can potentially heighten ad exposure and ad engagement. In response to the effectiveness of native advertising, companies such as Google, Facebook, and Amazon have structured their platforms to help advertisers with “native” placement. As ad tech continues to advance at a fast pace, this method will continue to evolve as one of the best ways to “avoid ad avoidance.” Native ads are “so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong” (Interactive Advertising Bureau 2013, p. 3). In this way, the nativeness of ads placed in online environments is crucial to a successful advertising strategy. On the other hand, the potential of native advertising to misguide or deceive consumers has raised concerns. The FTC has said its watchword for native advertising is “transparency” (Native Advertising: A Guide for Businesses, 2015), because native ads can often have the appearance of being native content, either unintentionally or by design. In such cases, clear and prominent disclosure is necessary to prevent deception. Therefore, scholars can investigate native advertising with two aims in mind: promote effective marketing strategies and explore policy implications. Both purposes serve the field of advertising in meaningful ways. Advertising scholars can help identify an appropriate balance between effective usage and ethical responsibility. When used both well and properly, native advertising has great potential to enhance the overall welfare of commerce by making ads less irritating and more relevant to consumers. The native advertising studies contained in this special issue of JIAD address these two primary concerns: strategy and policy. The first article, by Harms, Bijmolt, and Hoekstra, explores current perceptions of native advertising among practitioners and offers an agenda for ongoing and future research. The second article, authored by Jiang, McKay, Richards, and Snyder, qualitatively investigates how consumers understand, identify, and process native advertising. Focusing on the strategic side of native advertising, Kim, Lee, and Chung explain how native advertising works in conjunction with product endorsement on social media. The next three articles explore the disclosure effect by examining disclosure position and brand presence (Krouwer, Poels, and Paulussen), disclosure presence and language (Evans, Phua, Lim, and Jun), and disclosure language explicitness and the visual prominence of disclosure (Wojdynski, Bang, Keib, Jefferson, Choi, and Malson). The six articles featured in this special issue are among the first to study this new type of advertising scientifically. Guided by the theoretical, practical, and methodological strides made in these studies, I hope future research in this area will continue to discover and more fully explain how advertising works and how advertising should be practiced, both strategically and ethically.

Journal ArticleDOI
TL;DR: The authors used the concepts of space and time-biased media to examine digital media for 10 years beginning in 2005 and found that digital media were more central to core topics than were other media types.
Abstract: This study uses Harold Innis's concepts of space- and time-biased media to examine digital media for 10 years beginning in 2005. Both syndicated spending data and industry trade press were used to assess trends and changes. After the recession of 2008, spending for online media surpassed spending on print for the first time. Digital was the dominant medium covered in most years of trade articles; however, the coverage of the rise (and fall) of media types was not as linear as was the actual change in spending. Additional analysis showed that trade press coverage focused mostly on the advertising agency business and that digital media were more central to core topics than were other media types. Concepts of time and space (Innis 1951, 2007) were also explored as overarching themes within the sample. Implications for theory, practice, and pedagogy are discussed.