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International Journal of Advertising
The Review of Marketing Communications
Volume 38, 2019 - Issue 2
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Articles

Consumers’ responses to native vs. banner advertising: moderation of persuasion knowledge on interaction effects of ad type and placement type

Seunghyun KimGaylord College of Journalism and Mass Communication, The University of Oklahoma, Norman, OK, USAView further author information
,
Seounmi YounDepartment of Marketing Communication, School of Communication, Emerson College, Boston, MA, USACorrespondence[email protected]
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&
Doyle YoonGaylord College of Journalism and Mass Communication, The University of Oklahoma, Norman, OK, USAView further author information
Pages 207-236 | Received 26 Apr 2016, Accepted 08 Mar 2018, Published online: 08 May 2018

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Tat-Huei Cham, Boon-Liat Cheng, Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Xiu-Ming Loh & Keng-Boon Ooi. (2024) Counteracting the Impact of Online Fake News on Brands. Journal of Computer Information Systems 64:2, pages 245-264.
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Hye Jin Yoon, Yan Huang & Taeyeon Kim. (2023) The role of relevancy in native advertising on social media. International Journal of Advertising 42:6, pages 972-999.
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Veronica Thomas, Dora Bock & Heath McCullough. (2023) Examining consumer reactions to sincere brands’ gratitude expressions: when a simple thank you just won’t do. International Journal of Advertising 42:3, pages 518-541.
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Daniil Muravskii, Maria Smirnova & Snezhana Muravskaia. (2022) Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge. International Journal of Advertising 41:7, pages 1282-1313.
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Shuoya Sun & Nathaniel J. Evans. (2022) Effects of Disclosure, Placement Type, and Ad–Context Congruence on Brand and Advertising Recognition: An Exploration of CARE Model Processing. Journal of Current Issues & Research in Advertising 43:2, pages 219-235.
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Tyler Milfeld & Eric Haley. (2022) Brand Manager Sensemaking: Cognitive Frames in the Digital Media Environment. Journal of Current Issues & Research in Advertising 43:1, pages 26-46.
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Weng Marc Lim, Sahil Gupta, Arun Aggarwal, Justin Paul & Priyanka Sadhna. (2021) How do digital natives perceive and react toward online advertising? Implications for SMEs. Journal of Strategic Marketing 0:0, pages 1-35.
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Alice Kendrick & Jami A. Fullerton. (2021) Can US advertising students recognize an ad in editorial’s clothing (native advertising)? A partial replication of the Stanford “Evaluating information” test. Journal of Marketing Communications 27:2, pages 207-228.
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Yoo Jin Chung & Eunice Kim. (2021) Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users. Journal of Promotion Management 27:1, pages 1-26.
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Seounmi Youn & Wonsun Shin. (2020) Adolescents’ responses to social media newsfeed advertising: the interplay of persuasion knowledge, benefit-risk assessment, and ad scepticism in explaining information disclosure. International Journal of Advertising 39:2, pages 213-231.
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Kasey Windels & Lance Porter. (2020) Examining Consumers’ Recognition of Native and Banner Advertising on News Website Home Pages . Journal of Interactive Advertising 20:1, pages 1-16.
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Jooyoung Kim, Dongwon Choi & Hanyoung Kim. (2019) Advertising nativeness as a function of content and design congruence. International Journal of Advertising 38:6, pages 845-866.
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Seounmi Youn & Seunghyun Kim. (2019) Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance. International Journal of Advertising 38:5, pages 651-683.
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Greg Nyilasy. (2019) Fake news: When the dark side of persuasion takes over. International Journal of Advertising 38:2, pages 336-342.
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Articles from other publishers (13)

Alexander C. LaBrecque, Clay M. Voorhees, Farnoosh Khodakarami & Paul W. Fombelle. (2024) Native advertising effectiveness: The role of congruence and consumer annoyance on clicks, bounces, and visits. Journal of the Academy of Marketing Science.
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Parthesh R. Shanbhag, Yogesh Pai P.Murugan Pattusamy, Gururaj Kidiyoor & Nandan Prabhu. (2024) Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale. Journal of Consumer Marketing 41:2, pages 239-257.
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Taylor Jing Wen, Linwan Wu, Naa Amponsah Dodoo & Eunice Kim. (2023) The mood effect: How mood, disclosure language and ad skepticism influence the effectiveness of native advertising. Journal of Consumer Behaviour 22:5, pages 1296-1308.
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Weirui Wang & Susan Jacobson. (2022) Effects of health misinformation on misbeliefs: understanding the moderating roles of different types of knowledge. Journal of Information, Communication and Ethics in Society 21:1, pages 76-93.
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Rodrigo Uribe, Cristian Buzeta, Enrique Manzur & Martina Celis. (2022) Celebrity endorsement using different types of new media and advertising formats. Academia Revista Latinoamericana de Administración 35:3, pages 281-302.
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Yan Huang & Hye Jin Yoon. (2021) Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type. Journal of Social Marketing 12:2, pages 105-123.
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Bangming Xiao & Hao Zhang. (2022) The Impact of Consumers’ Dynamic Browsing Modes on the Effect of In-Feed Native Advertising. Frontiers in Psychology 13.
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Yoori Hwang & Se-Hoon Jeong. (2021) Consumers’ Response to Format Characteristics in Native Advertising. Journal of Advertising Research 61:2, pages 212-224.
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Alton Y.K. Chua, Anjan Pal & Snehasish Banerjee. (2020) “This Will Blow Your Mind”: examining the urge to click clickbaits. Aslib Journal of Information Management 73:2, pages 288-303.
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Jung-Kuei Hsieh. (2020) The effects of transforming mobile services into mobile promotions. Journal of Business Research 121, pages 195-208.
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Erol Ustaahmetoğlu. (2020) The influence of different advertisement messages and levels of religiosity on attitude and purchase intention. International Journal of Islamic and Middle Eastern Finance and Management 13:2, pages 339-356.
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Anocha Aribarg & Eric M. Schwartz. (2019) Native Advertising in Online News: Trade-Offs Among Clicks, Brand Recognition, and Website Trustworthiness. Journal of Marketing Research 57:1, pages 20-34.
Crossref
Anocha Aribarg & Eric M. Schwartz. (2017) Consumer Responses to Native Advertising. SSRN Electronic Journal.
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