Advertising nativeness as a function of content and design congruence

Jooyoung Kim, Dongwon Choi, Hanyoung Kim

Research output: Contribution to journalArticlepeer-review

20 Scopus citations


Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influenced advertising outcomes. Using survey data about 32 ad stimuli from three studies, we examined the nature and role of perceived advertising nativeness. The 6-item ad nativeness scale, consisting of two congruence dimensions (i.e. content nativeness and design nativeness), was reliable and valid, and the construct significantly influenced attitude towards the advertisement (Aad), attitude towards the brand (Ab), and purchase intention (PI). Content and design nativeness had different effects on these advertising outcomes at different levels (high vs. low) of consumer involvement. This study contributes to the theoretical knowledge of native advertising and offers an empirical method for optimizing the performance of native advertising.

Original languageEnglish
Pages (from-to)845-866
Number of pages22
JournalInternational Journal of Advertising
Issue number6
StatePublished - 2019

Bibliographical note

Publisher Copyright:
© 2019, © 2019 Advertising Association.


  • Native advertising
  • content congruence
  • content nativeness
  • design congruence
  • design nativeness
  • nativeness

ASJC Scopus subject areas

  • Communication
  • Marketing


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