Consumers’ response to format in native advertising vs. editorial: The interaction between format similarity and format novelty

The key characteristic of native advertising is that it simulates the format of the editorial content.
Hwang and Jeong


  • Format similarity induces greater deceptive perceptions.
  • Format novelty induces lower advertising recognition, lower perceived irritation, and greater click intention.
  • There is a significant interaction between format similarity and format novelty such that the negative impact of format similarity on perceived irritation was observed only when format novelty was low, not when it was high.


Native advertising is a popular form of advertising. According to eMarketer, native advertising was expected to account for approximately 60 percent of all U.S. digital-display advertising spending in 2019 (eMarketer, 2018). Native advertising is...

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