In-Feed Native Advertising on News Websites: Effects of Advertising Format, Website Reputation, and Product Involvement

被引：10

作者：

Zhou, Lijie ^{[1
]}

Xue, Fei ^{[2
]}

机构：

[1] Southern Utah Univ, Dept Commun, 351 W Univ Blvd,Ctr 2131, Cedar City, UT 84720 USA

[2] Univ Southern Mississippi, Sch Commun, Hattiesburg, MS 39406 USA

来源：

JOURNAL OF INTERNET COMMERCE | 2019年 / 18卷 / 03期

关键词：

Native advertising; advertising format; website reputation; product involvement; SPONSORED CONTENT; INTENTION; CREDIBILITY; PERCEPTIONS; JOURNALISM; PLACEMENT; ARTICLES; AD;

D O I：

10.1080/15332861.2019.1586361

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Focusing on two popular types of native advertising, endemic in-feed advertisements and linked in-feed advertisements, the current study examined the effects of advertising format, website reputation, and product involvement on perceived advertising credibility (trustworthiness and expertise), attitude toward the advertisement, brand interest, and purchase intention. In general, endemic in-feed advertisements were rated more favorably on source expertise and brand interest, while linked in-feed advertisements scored higher on attitude toward the advertisement. Three-way interaction effects were found for source trustworthiness, attitude toward the advertisement, brand interest, and purchase intention. Endemic in-feed advertisements showed stronger impact for the high-involvement product on a high-reputable website, while linked in-feed advertisements appeared to work better for the low-involvement product on a low-reputable website.

引用

页码：270 / 290

页数：21

共 20 条

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[9] The Effects of Product Type, Product Involvement and Technology Fluidity on Flow and Newsfeed Advertising
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[10] PRODUCT INVOLVEMENT IN THE LINK BETWEEN SKEPTICISM TOWARD ADVERTISING AND ITS EFFECTS
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