Editorial Content in Native Advertising: How Do Brand Placement and Content Quality Affect Native-Advertising Effectiveness?

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.
Hwang and Jeong

MANAGEMENT SLANT

  • Practititioners need to pay close attention to the quality of editorial content when planning and designing native-advertising campaigns.
  • Brand placement can induce negative source and message perceptions when the quality of the editorial content is low.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands