WeChat Official Accounts, subscription-based accounts that broadcast information to followers, have become a popular venue for native advertising in China. This study investigated the effects of individuals’ ad skepticism and ad–content congruence on native advertising effectiveness in WeChat Official Accounts, as well as the mediating role of advertising value on the interaction effect of ad skepticism and ad–content congruence. Results showed that ad skepticism negatively influenced perceived ad effectiveness. Ad–content congruence positively influenced perceived ad effectiveness only for individuals with high ad skepticism, because they perceived more advertising value in congruent native ads than incongruent native ads.
|Number of pages||17|
|Journal||Journal of Interactive Advertising|
|State||Published - 2021|
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© 2021 American Academy of Advertising.
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