Advertising nativeness as a function of content and design congruence
Advertising nativeness as a function of content and design congruence
About this item
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Author / Creator
Publisher
Routledge
Journal title
Language
English
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Publisher
Routledge
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Scope and Contents
Contents
Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influenced advertising outcomes. Using sur...
Alternative Titles
Full title
Advertising nativeness as a function of content and design congruence
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Author / Creator
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Record Identifier
TN_cdi_crossref_citationtrail_10_1080_02650487_2018_1535224
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_citationtrail_10_1080_02650487_2018_1535224
Other Identifiers
ISSN
0265-0487
E-ISSN
1759-3948
DOI
10.1080/02650487.2018.1535224
