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.
  • More research on the impacts of brand placement on different types of outcomes is required to answer the question of whether brand placement is an effective strategy.
  • When an advertiser mentions a sponsoring brand in editorial content, the quality of editorial content should be high.