Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language
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DOI: 10.1080/02650487.2019.1585649
Abstract: Abstract Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native… read more here.
Keywords: persuasion knowledge; cognitive load; advertising; native advertising ... See more keywords
Native advertising in mobile applications: Thinking styles and congruency as moderators
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DOI: 10.1080/13527266.2018.1547918
Abstract: ABSTRACT This study tested the moderating roles of individual thinking styles and congruency between the promoted brand and the mobile application’s characteristics in the effects of native ads in mobile applications on consumer responses. The… read more here.
Keywords: congruency; thinking styles; styles congruency; native advertising ... See more keywords
The Impact of Consumers’ Dynamic Browsing Modes on the Effect of In-Feed Native Advertising
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DOI: 10.3389/fpsyg.2022.842906
Abstract: As an emerging form of online display advertising, in-feed native advertising is increasingly employed in online news feed platforms. While many advertisers have largely embraced this new advertising format, the current research is full of… read more here.
Keywords: effect; advertising; native advertising; browsing modes ... See more keywords