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Original Articles

On the Deceptive Effectiveness of Labeled and Unlabeled Advertorial Formats

Pages 265-281 | Published online: 17 Nov 2009

Keep up to date with the latest research on this topic with citation updates for this article.

Read on this site (29)

A-Reum Jung & Jun Heo. (2023) Attentional Benefits of Native Ads from the Difficulty of Recognition. International Journal of Human–Computer Interaction 0:0, pages 1-8.
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Lina Stürmer & Sabine Einwiller. (2023) Is this advertising or not, and do I care? Perceptions of and opinions regarding hybrid forms of content. Journal of Marketing Communications 29:2, pages 161-178.
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Jun Heo, Soojin Kim & A-Reum Jung. (2022) The Effects of Contextual Cues and Visual Clarity in Sponsorship Disclosures on the Interpretive Process: Processing Fluency. Journal of Interactive Advertising 22:3, pages 223-237.
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Johannes Beckert, Thomas Koch, Benno Viererbl & Charlotte Schulz-Knappe. (2021) The disclosure paradox: how persuasion knowledge mediates disclosure effects in sponsored media content. International Journal of Advertising 40:7, pages 1160-1186.
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Jamie L. Grigsby. (2020) Fake Ads: The Influence of Counterfeit Native Ads on Brands and Consumers. Journal of Promotion Management 26:4, pages 569-592.
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Martin Eisend, Eva A. van Reijmersdal, Sophie C. Boerman & Farid Tarrahi. (2020) A Meta-Analysis of the Effects of Disclosing Sponsored Content. Journal of Advertising 49:3, pages 344-366.
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Rick T. Wilson & Daniel W. Baack. (2020) An Exploration of Advertorials Used to Attract Foreign Direct Investment. Journal of Current Issues & Research in Advertising 41:1, pages 36-53.
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Bartosz W. Wojdynski & Nathaniel J. Evans. (2020) The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats. International Journal of Advertising 39:1, pages 4-31.
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Mira Mayrhofer, Jörg Matthes, Sabine Einwiller & Brigitte Naderer. (2020) User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising 39:1, pages 166-186.
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Philipp Bachmann, Sévérine Hunziker & Tanja Rüedy. (2019) Selling their souls to the advertisers? How native advertising degrades the quality of prestige media outlets. Journal of Media Business Studies 16:2, pages 95-109.
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Nathaniel J. Evans, Bartosz W. Wojdynski & Mariea Grubbs Hoy. (2019) How sponsorship transparency mitigates negative effects of advertising recognition. International Journal of Advertising 38:3, pages 364-382.
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A-Reum Jung & Jun Heo. (2019) Ad Disclosure vs. Ad Recognition: How Persuasion Knowledge Influences Native Advertising Evaluation. Journal of Interactive Advertising 19:1, pages 1-14.
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Steffi De Jans, Ini Vanwesenbeeck, Veroline Cauberghe, Liselot Hudders, Esther Rozendaal & Eva A. van Reijmersdal. (2018) The Development and Testing of a Child-inspired Advertising Disclosure to Alert Children to Digital and Embedded Advertising. Journal of Advertising 47:3, pages 255-269.
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Michelle A. Amazeen & Ashley R. Muddiman. (2018) Saving Media or Trading on Trust?. Digital Journalism 6:2, pages 176-195.
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Jihye Kim, Jaejin Lee & Yoo Jin Chung. (2017) Product Type and Spokespersons in Native Advertising – The Role of Congruency and Acceptance. Journal of Interactive Advertising 17:2, pages 109-123.
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Simone Krouwer, Karolien Poels & Steve Paulussen. (2017) To Disguise or to Disclose? The Influence of Disclosure Recognition and Brand Presence on Readers' Responses Toward Native Advertisements in Online News Media. Journal of Interactive Advertising 17:2, pages 124-137.
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Colin Campbell, Frauke Mattison Thompson, Pamela E. Grimm & Karen Robson. (2017) Understanding Why Consumers Don't Skip Pre-Roll Video Ads. Journal of Advertising 46:3, pages 411-423.
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Pasi Ikonen, Vilma Luoma-aho & Shannon A. Bowen. (2017) Transparency for Sponsored Content: Analysing Codes of Ethics in Public Relations, Marketing, Advertising and Journalism. International Journal of Strategic Communication 11:2, pages 165-178.
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Bartosz W. Wojdynski & Nathaniel J. Evans. (2016) Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising 45:2, pages 157-168.
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Sharmin Attaran, Elaine M. Notarantonio & Charles J. Quigley$suffix/text()$suffix/text(). (2015) Consumer Perceptions of Credibility and Selling Intent Among Advertisements, Advertorials, and Editorials: A Persuasion Knowledge Model Approach. Journal of Promotion Management 21:6, pages 703-720.
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Bijie Bie & Lu Tang. (2015) Representation of Autism in Leading Newspapers in China: A Content Analysis. Health Communication 30:9, pages 884-893.
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Sophie C. Boerman, Eva A. van Reijmersdal & Peter C. Neijens. (2015) How audience and disclosure characteristics influence memory of sponsorship disclosures. International Journal of Advertising 34:4, pages 576-592.
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Lu Tang. (2012) Media discourse of corporate social responsibility in China: a content analysis of newspapers. Asian Journal of Communication 22:3, pages 270-288.
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Karolina Tutaj & Eva A. van Reijmersdal. (2012) Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications 18:1, pages 5-18.
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EvaA. van Reijmersdal, PeterC. Neijens & EdithG. Smit. (2010) Customer Magazines: Effects of Commerciality on Readers' Reactions. Journal of Current Issues & Research in Advertising 32:1, pages 59-67.
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Eva van Reijmersdal, Peter Neijens & Edith Smit. (2005) Readers' Reactions to Mixtures of Advertising and Editorial Content in Magazines. Journal of Current Issues & Research in Advertising 27:2, pages 39-53.
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Articles from other publishers (52)

Seunghun Shin, Taekyung Kim, Sunyoung Hlee & Chulmo Koo. (2023) Destination Advertising on YouTube: Effects of Native Advertising and Comment Management on Tourist Perception. Journal of Hospitality & Tourism Research.
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Nathaniel J. Evans, Delia Cristina Balaban, Brigitte Naderer & Meda Mucundorfeanu. (2022) How the Impact of Social Media Influencer Disclosures Changes over Time. Journal of Advertising Research, pages 2022-023.
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Nandini Bhalla, Jane O’Boyle & Leigh Moscowitz. (2022) Selling Yoga ‘Off the Mat’: A 10-year Analysis of Lifestyle Advertorials in Yoga Journal Magazine . Journal of Communication Inquiry, pages 019685992211186.
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Sarah Ben Bouyahia & Héla Ben Miled-Cherif. (2022) Placements de marque sur les medias sociaux : caractéristiques, typologie et efficacité. Décisions Marketing N° 105:1, pages 55-76.
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Andrea Giuffredi-Kähr, Alisa Petrova & Lucia Malär. (2022) Sponsorship Disclosure of Influencers – A Curse or a Blessing?. Journal of Interactive Marketing 57:1, pages 18-34.
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Michelle A. Amazeen. (2020) Resisting Covert Persuasion in Digital News: Comparing Inoculation and Reactance in the Processing of Native Advertising Disclosures and in Article Engagement Intentions. Journalism & Mass Communication Quarterly 98:4, pages 1129-1156.
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Jan Buts. (2021) Targeted individuals. Translation Spaces 10:2, pages 181-201.
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Liming Deng, Tania Laghari & Xiaoping Gao. (2021) A genre-based exploration of intertextuality and interdiscursivity in advertorial discourse. English for Specific Purposes 62, pages 30-42.
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Thomas Dale. 2021. Research Anthology on Fake News, Political Warfare, and Combatting the Spread of Misinformation. Research Anthology on Fake News, Political Warfare, and Combatting the Spread of Misinformation 67 82 .
Jamie L. Grigsby & Hillary N. Mellema. (2020) Negative Consequences of Storytelling in Native Advertising. Journal of Interactive Marketing 52, pages 61-78.
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Brigitte Naderer, Jens Seiffert-Brockmann, Jörg Matthes & Sabine Einwiller. (2020) Native and embedded advertising formats: Tensions between a lucrative marketing strategy and consumer fairness. Communications 45:3, pages 273-281.
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Nils S. Borchers & Jens Woelke. (2020) Epistemological and methodical challenges in the research on embedded advertising formats: A constructivist interjection. Communications 45:3, pages 325-349.
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Johannes Beckert, Thomas Koch, Benno Viererbl, Nora Denner & Christina Peter. (2020) Advertising in disguise? How disclosure and content features influence the effects of native advertising. Communications 45:3, pages 303-324.
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Thomas Koch, Nora Denner & Benedikt Gutheil. 2020. The Handbook of Magazine Studies. The Handbook of Magazine Studies 136 145 .
Fanny Fong Yee Chan. (2019) The perceived effectiveness of overt versus covert promotions. Journal of Product & Brand Management 29:3, pages 321-334.
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Magnus Hoem Iversen & Erik Knudsen. (2017) When politicians go native: The consequences of political native advertising for citizens’ trust in news. Journalism 20:7, pages 961-978.
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Salvador Perelló-Oliver & Clara Muela-Molina. (2019) The Use of Radio Advertorials in Spanish Radio Stations. Palabra Clave 22:3, pages 1-25.
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Yoori Hwang & Se-Hoon Jeong. (2019) Editorial Content In Native Advertising. Journal of Advertising Research 59:2, pages 208-218.
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Bartosz W. Wojdynski. 2019. The International Encyclopedia of Journalism Studies. The International Encyclopedia of Journalism Studies 1 6 .
Thomas Dale. 2019. Handbook of Research on Deception, Fake News, and Misinformation Online. Handbook of Research on Deception, Fake News, and Misinformation Online 122 137 .
Colin Campbell & Pamela E. Grimm. (2018) The Challenges Native Advertising Poses: Exploring Potential Federal Trade Commission Responses and Identifying Research Needs. Journal of Public Policy & Marketing 38:1, pages 110-123.
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Hsin Hsin Chang, Kit Hong Wong & Tsun Wei Chu. (2018) Online advertorial attributions on consumer responses: materialism as a moderator. Online Information Review 42:5, pages 697-717.
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Colin Campbell & Nathaniel J. Evans. (2018) The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising. Journal of Interactive Marketing 43, pages 17-32.
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Nitesh Goyal, Marc Bron, Mounia Lalmas, Andrew Haines & Henriette Cramer. (2018) Designing for mobile experience beyond the native ad click: Exploring landing page presentation style and media usage. Journal of the Association for Information Science and Technology 69:7, pages 913-923.
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Sunny Jung Kim & Jeffrey T. Hancock. (2016) How Advertorials Deactivate Advertising Schema: MTurk-Based Experiments to Examine Persuasion Tactics and Outcomes in Health Advertisements. Communication Research 44:7, pages 1019-1045.
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Jaehyeon Ju, Dongyeon Kim, Kyuhong Park, Yongjin Park, Jinhyuk Yun & Jae-Hyeon Ahn. (2017) Is Advertising on an AI Speaker Effective?. Is Advertising on an AI Speaker Effective?.
Sophie C. Boerman & Eva A. van Reijmersdal. 2016. Advertising in New Formats and Media. Advertising in New Formats and Media 115 146 .
Bartosz W. Wojdynski. (2016) The Deceptiveness of Sponsored News Articles. American Behavioral Scientist 60:12, pages 1475-1491.
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Mu Wu, Yan Huang, Ruobing Li, Denise Sevick Bortree, Fan Yang, Anli Xiao & Ruoxu Wang. (2016) A Tale of Two Sources in Native Advertising. American Behavioral Scientist 60:12, pages 1492-1509.
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Kaye D. Sweetser, Sun Joo (Grace) Ahn, Guy J. Golan & Asaf Hochman. (2016) Native Advertising as a New Public Relations Tactic. American Behavioral Scientist 60:12, pages 1442-1457.
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Rodrigo Uribe, Cristian Buzeta & Milenka Velásquez. (2016) Sidedness, commercial intent and expertise in blog advertising. Journal of Business Research 69:10, pages 4403-4410.
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Jim Macnamara, May Lwin, Ana Adi & Ansgar Zerfass. (2016) ‘PESO’ media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas. Public Relations Review 42:3, pages 377-385.
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Eva A. van Reijmersdal. (2016) Disclosing Brand Placements in Movies. Journal of Media Psychology 28:2, pages 78-87.
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Jisu Huh & Wonsun Shin. (2015) Consumer responses to pharmaceutical-company-sponsored disease information websites and DTC branded websites. International Journal of Pharmaceutical and Healthcare Marketing 9:4, pages 306-329.
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Colin Campbell & Lawrence J. Marks. (2015) Good native advertising isn’t a secret. Business Horizons 58:6, pages 599-606.
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Martin de La Martinière Petroll & Paulo Henrique Müller Prado. (2014) Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor. Revista de Administração Contemporânea 18:2, pages 176-195.
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Martin Eisend & Franziska Küster. (2010) The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators. Journal of the Academy of Marketing Science 39:6, pages 906-921.
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Jason C. F. Chan, Zhenhui Jiang & Bernard C. Y. Tan. (2010) Understanding Online Interruption-Based Advertising: Impacts of Exposure Timing, Advertising Intent, and Brand Image. IEEE Transactions on Engineering Management 57:3, pages 365-379.
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Melita Poler Kovačič & Karmen Erjavec. (2010) Production process of unlabeled advertorials in the Slovenian press. Communications 35:4.
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