TY - JOUR
T1 - Native Advertising in WeChat Official Accounts
T2 - How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?
AU - Yang, Jing
AU - Jiang, Mengtian
AU - Wu, Linwan
N1 - Publisher Copyright:
© 2021 American Academy of Advertising.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85106237751&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85106237751&partnerID=8YFLogxK
U2 - 10.1080/15252019.2021.1900758
DO - 10.1080/15252019.2021.1900758
M3 - Article
AN - SCOPUS:85106237751
VL - 21
SP - 17
EP - 33
JO - Journal of Interactive Advertising
JF - Journal of Interactive Advertising
IS - 1
ER -