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

Yoori Hwang and Se-Hoon Jeong

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

MANAGEMENT SLANT

  • 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...

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