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Journal of Interactive Advertising Volume 21, 2021 - Issue 1
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Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

Jing Yanga School of Communication, Loyola University Chicago, Chicago, Illinois, USACorrespondence[email protected]
,
Mengtian Jiangb Department of Integrated Strategic Communication, College of Communication and Information, University of Kentucky, Lexington, Kentucky, USA
&
Linwan Wuc School of Journalism and Mass Communication, College of Information and Communications, University of South Carolina, Columbia, South Carolina, USAORCID Iconhttps://orcid.org/0000-0002-5294-3559
ORCID Icon
Pages 17-33 | Published online: 11 May 2021
 
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Abstract

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.

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