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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]
View further author information
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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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