Consumers’ response to format in native advertising vs. editorial: The interaction between format similarity and format novelty

The key characteristic of native advertising is that it simulates the format of the editorial content.
Hwang and Jeong

MANAGEMENT SLANT

  • Format similarity induces greater deceptive perceptions.
  • Format novelty induces lower advertising recognition, lower perceived irritation, and greater click intention.
  • There is a significant interaction between format...