Consumers' Response to Format Characteristics in Native Advertising The Interaction between Format Similarity And Format Novelty
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Hwang, Yoori | - |
dc.contributor.author | Jeong, Se-Hoon | - |
dc.date.accessioned | 2021-11-18T12:41:02Z | - |
dc.date.available | 2021-11-18T12:41:02Z | - |
dc.date.created | 2021-08-30 | - |
dc.date.issued | 2021-06-01 | - |
dc.identifier.issn | 0021-8499 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/127876 | - |
dc.description.abstract | The key characteristic of native advertising is that it simulates the format of the editorial content. The current study examines how format similarity-the extent to which the format of an advertisement is similar to the format of the editorial content-affects consumers' responses to the advertisement and whether the effects differ by format novelty, the extent to which the format of the editorial content is novel or familiar to consumers. Results showed that format similarity increased perceived deceptiveness, and format novelty reduced advertising recognition and perceived irritation while inducing greater click intentions. Additionally, there was a significant interaction effect between format similarity and format novelty such that the negative impact of format similarity on perceived irritation was found when format novelty was low but not when format novelty was high. Theoretical and practical implications are discussed. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | ADVERTISING RESEARCH FOUNDATION | - |
dc.subject | PERSUASION KNOWLEDGE | - |
dc.subject | PERCEPTUAL FLUENCY | - |
dc.subject | MULTITASKING | - |
dc.subject | PLACEMENT | - |
dc.subject | DECEPTION | - |
dc.subject | CAPACITY | - |
dc.subject | MODEL | - |
dc.subject | NEWS | - |
dc.subject | ADVERTISEMENTS | - |
dc.subject | DISCLOSURE | - |
dc.title | Consumers' Response to Format Characteristics in Native Advertising The Interaction between Format Similarity And Format Novelty | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Jeong, Se-Hoon | - |
dc.identifier.doi | 10.2501/JAR-2020-022 | - |
dc.identifier.scopusid | 2-s2.0-85117191472 | - |
dc.identifier.wosid | 000661082800008 | - |
dc.identifier.bibliographicCitation | JOURNAL OF ADVERTISING RESEARCH, v.61, no.2, pp.022 - + | - |
dc.relation.isPartOf | JOURNAL OF ADVERTISING RESEARCH | - |
dc.citation.title | JOURNAL OF ADVERTISING RESEARCH | - |
dc.citation.volume | 61 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 022 | - |
dc.citation.endPage | + | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalResearchArea | Communication | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalWebOfScienceCategory | Communication | - |
dc.subject.keywordPlus | PERSUASION KNOWLEDGE | - |
dc.subject.keywordPlus | PERCEPTUAL FLUENCY | - |
dc.subject.keywordPlus | MULTITASKING | - |
dc.subject.keywordPlus | PLACEMENT | - |
dc.subject.keywordPlus | DECEPTION | - |
dc.subject.keywordPlus | CAPACITY | - |
dc.subject.keywordPlus | MODEL | - |
dc.subject.keywordPlus | NEWS | - |
dc.subject.keywordPlus | ADVERTISEMENTS | - |
dc.subject.keywordPlus | DISCLOSURE | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.