Product type and spokespersons in native advertising—The role of congruency and acceptance.

Jihye Kim, Jaejin Lee, Yoo Jin Chung

Research output: Contribution to journalArticlepeer-review

Abstract

This study explored how product type and featured spokesperson affected (a) perceived congruence between a native ad and a social media platform and (b) level of acceptance of the native ad and, in turn, how congruence and acceptance influenced advertising outcomes. The findings revealed that congruence and acceptance positively influence attitude toward the ad, attitude toward the brand, purchase intention, and intention to engage in social media activity. Furthermore, the results showed that the native ad for a self-expressive product that featured a layperson generated the highest levels of congruency. This study also found that perceived congruence between product type and spokesperson moderated the effect of product type on advertising acceptance. (PsycINFO Database Record (c) 2018 APA, all rights reserved)
Original languageEnglish
Pages (from-to)109-123
Number of pages15
JournalJournal of Interactive Advertising
Volume17
Issue number2
DOIs
StatePublished - Jul 1 2017

Keywords

  • Advertising
  • Marketing
  • Social Media

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