A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

Joonghwa Lee, Soojung Kim, Chang Dae Ham

Research output: Contribution to journalArticlepeer-review

Abstract

Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers’ attitude toward and sharing intention of native advertising. Findings from an online survey of 550 U.S. adult consumers showed that native ad nonintrusiveness was positively related to attitude toward and sharing intention of native advertising, whereas native ad manipulativeness was not. Consumers’ ad skepticism and persuasion knowledge were negatively related to attitude toward and sharing intention of native advertising; but persuasion knowledge became nonsignificant when native ad nonintrusiveness and manipulativeness were included in regression models. Additionally, those with stronger information-seeking motivation showed more positive attitudinal and behavioral responses. This study advances the knowledge of native advertising by examining the possibility of its being a double-edged sword. Theoretical and practical implications are discussed.

Original languageEnglish (US)
Pages (from-to)1425-1441
Number of pages17
JournalAmerican Behavioral Scientist
Volume60
Issue number12
DOIs
StatePublished - Nov 1 2016

Keywords

  • ad nonintrusiveness
  • manipulativeness
  • native advertising
  • social media

ASJC Scopus subject areas

  • Social Psychology
  • Cultural Studies
  • Education
  • Sociology and Political Science
  • Social Sciences(all)

Fingerprint Dive into the research topics of 'A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media'. Together they form a unique fingerprint.

Cite this