MANAGEMENT SLANT
- 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...
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.
