Editorial Content in Native Advertising: How Do Brand Placement and Content Quality Affect Native-Advertising Effectiveness?

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.
Hwang and Jeong


  • Practititioners need to pay close attention to the quality of editorial content when planning and designing native-advertising campaigns.
  • Brand placement can induce negative source and message perceptions when the quality of the editorial content is low.

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