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 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.
INTRODUCTION
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...