Interplay of content type and product type in the consumer response to native advertising on social media
Author:
Affiliation:
1. School of Advertising & Public Relations, Hongik University, Sejong City, South Korea
Publisher
Informa UK Limited
Subject
Education,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/01292986.2019.1679852
Reference50 articles.
1. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads
2. Consumer responses to promoted tweets sent by brands and political parties
3. “This Post Is Sponsored”
4. When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments
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