University of Groningen Native Advertising: Effective, Deceptive, or Both? Harms, Bianca

(1)

Native Advertising: Effective, Deceptive, or Both?

Harms, Bianca

DOI:

10.33612/diss.162005726

IMPORTANT NOTE: You are advised to consult the publisher's version (publisher's PDF) if you wish to cite from it. Please check the document version below.

Document Version

Publisher's PDF, also known as Version of record

Publication date: 2021

Link to publication in University of Groningen/UMCG research database

Citation for published version (APA):

Harms, B. (2021). Native Advertising: Effective, Deceptive, or Both?. University of Groningen, SOM research school. https://doi.org/10.33612/diss.162005726

Copyright

Other than for strictly personal use, it is not permitted to download or to forward/distribute the text or part of it without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license (like Creative Commons).

Take-down policy

If you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.

Downloaded from the University of Groningen/UMCG research database (Pure): http://www.rug.nl/research/portal. For technical reasons the number of authors shown on this cover page is limited to 10 maximum.

(2)

555090-L-sub01-bw-Harms 555090-L-sub01-bw-Harms 555090-L-sub01-bw-Harms 555090-L-sub01-bw-Harms Processed on: 2-2-2021 Processed on: 2-2-2021 Processed on: 2-2-2021

Processed on: 2-2-2021 PDF page: 101PDF page: 101PDF page: 101PDF page: 101

(3)

Ashley, C. & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing,

32(1), 15–27.

Avery, K., Carvell, T., Gurewitch D., Haggerty, G., Maurer J., Oliver, J., … & Weiner J. (Writers). Perota, J. (Director). (2014). Native advertising. Carvell, T. (Executive Producer). Last Week Tonight. New York: HBO Entertainment.

Batra, R. & Ray, M. L. (1986). Affective responses mediating acceptance of advertising.

Journal of Consumer Research, 13(2), 234–249.

Becker-Olsen, K.L. (2003). And now, a word from our sponsor: A look at the effects of sponsored content and banner advertising, Journal of Advertising, 32(2), 17–32. Berger, J. & Milkman, K.L. (2012). What makes online content viral? Journal of Marketing

Research, 49(2), 192–205.

Bergkvist, L. & Rossiter, J. (2009). Tailor-made single-item measures of double concrete constructs. International Journal of Advertising, 28(4), 607–621.

Bhatnagar, N., Aksoy, L. & Malkock, S.A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. In Shrum, L.J. (Ed.), The psychology of entertainment media: Blurring the lines between

entertainment and persuasion (pp. 99–116). New York: Erlbaum..

Biehal, G., Stephens, D. & Curlo, E., (1992). Attitude toward the ad and brand choice. Journal

of Advertising, 21(3), 19–36.

Boerman, S.C. & Van Reijmersdal, E. (2019). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.

Boerman, S.C., Van Reijmersdal, E.A. & Neijens, P.C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology and Marketing, 31(3), 214–224. Boerman, S.C. & Van Reijmersdal, E.A. (2016). Informing consumers about ‘hidden’

advertising: A literature review of the effects of disclosing sponsored content. In De Pelsmacker, P. (Ed.), Advertising in new formats and media (pp. 115–146). Bingley, UK: Emerald.

Boerman, S.C., Van Reijmersdal, E.A. and Neijens, P.C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 426–434.

(4)

103

Native Advertising: Effective, Deceptive, or Both?⎪

Braun, M. & Moe, W.M. (2013). Online display advertising: Modelling the effects of multiple creatives and individual impression histories. Marketing Science, 32, 753–67.

Bughin, J., Hazan, E., Labaye, E., Manyika, J., Dahlström, P., Ramaswamy, S. & Cochin de Billy, C. (2016). Digital Europe: Pushing the frontier, capturing the benefits. Retrieved from McKinsey Global Institute (June), http://www.mckinsey.com/business-

functions/digital-mckinsey/our-insights/digital-europe-realizing-the-continents-potential.

Buijzen, M. (2014). The family’s role in children’s interpretation of advertising. In Blades, M, Oates, C., Blumberg, F. & Gunter, B. (Eds.), Advertising to children: New directions,

new media, (pp.137–157). London: Palgrave Macmillan.

Burns, K. S. & Lutz, R.J. (2006). The function of format, Journal of Advertising, 35(1), 53–63. Campbell, C. & Evans, N.J. (2018). The role of a companion banner and sponsorship

transparency in recognizing and evaluating article-style native advertising. Journal of

Interactive Marketing, 43(C), 17–32.

Campbell, M.C. & Kirmani, A. (2000). Consumers’ use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of

Consumer Research, 27(1), 69–83.

Carlson, M. (2015). When news sites go native: Redefining the advertising-editorial divide in response to native advertising. Journalism, 16(7), 1–17.

Chaiken, S. & Trope, Y. (eds.) (1999). Dual-process theories in social psychology. New York: The Guilford Press.

Cho, C-H & Cheon, H. (2004). Why do people avoid advertising on the internet? Journal of

Advertising, 33(4), 89–97.

Cornish, L.P. (2014). “Mum, can I play on the internet?” International Journal of Advertising,

33(3), 437–473.

Cowley, E. & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89–91.

Darke, P.R. & Ritchie, R.J. (2007). The defensive customer: Advertising deception, defensive processing and distrust. Journal of Marketing Research, 44(1), 114–127.

De Jans, S., & Hudders, L. (2020). Disclosure of vlog advertising targeted to children. Journal

of Interactive Marketing, 52, 1–19.

De Jans, S., Hudders, L. & Cauberghe, V. (2017). Advertising literacy training: The immediate versus delayed effects on children’s responses to product placement. European Journal

(5)

De Pauw, Cauberghe, V. & Hudders, L. (2018). Taking Children’s Advertising Literacy to a Higher Level: A Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers. Communication Research. 46(8),1-25.

De Pelsmacker, P., Geuens, M. & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of

Advertising, 31(2), 49–61.

Edelman, David C. (2010). Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, 88(12), 62–69.

Eisend, M., Van Reijmersdal, E.A., Boerman, S.C. & Tarrahi, F. (2020). A meta-analysis of the effects of disclosing sponsored content. Journal of Advertising, 49(3), 344–366. eMarketer.com. (2018, April 11). Native ad spend will make up nearly 60% of display spending

in 2018. Retrieved from https://www.emarketer.com/content/native-ad-spend-will-make-up-nearly-60-of-display-spending-in-2018

Enders Analysis (2016, February 29). Native advertising in Europe to 2020. Retrieved from

http://www.endersanalysis.com/content/publication/native-advertising-europe-2020. Evans, N.J. & Park, D. (2015). Rethinking the persuasion knowledge model: Schematic

antecedents and associative outcomes of persuasion knowledge activation for covert advertising. Journal of Current Issues and Research in Advertising, 36(2), 157–176. Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to

theory and research. Reading MA: Addison Wesley.

Friestad, M. & Wright, P. (1994). The persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31.

Gauzente, C., & Roy, Y. (2012). Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers. Journal of Retailing and

Consumer Services, 19(1), 78–87.

Gawronski, B. & Creighton, L.A. (2013). Dual-process theories. In The Oxford handbook of

social cognition (pp. 282–312). Oxford, UK: Oxford Press.

Golan, G.J. & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated

Communication, 13(4), 959–972.

Grant, P., Botha, E. & Kietzman, J. (2015). Branded flash mobs: Moving toward a deeper understanding of consumers’ responses to video advertising. Journal of Interactive

(6)

105

Grewal, D., Yakov B., Spann, M. & Zubcsek, P.P. (2016). Mobile advertising: A framework and research agenda. Journal of Interactive Marketing, 34, 3–14.

Gupta, P.B. & Lord, K.R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues and Research in Advertising, 20(1), 47–59.

Hair, J.F., Hult, T.M., Ringle, C.M. & Sarstedt, M. (2014). A primer on partial least squares

structural equation modelling (PLS-SEM). Thousand Oaks, CA: SAGE Publications.

Harms, B., Bijmolt, T.H.A. & Hoekstra, J.C. (2017). Digital native advertising: The practitioners’ perspective and a research agenda. Journal of Interactive Advertising, 17 (2), 80–91.

Henseler, J. (2017), Chapter 12: Partial least squares path modelling. In Leeflang, P.S.H., Wieringa, J.E., Bijmolt, T.H.A. & Pauwels, K.H. (eds.), Advanced methods for

modeling markets. Cham, Switzerland: Springer.

Hewege, C.R. (2013). In search of alternative research methods in marketing: Insights from Layder's adaptive theory methodology. Contemporary Management Research, 9(3), 343– 360.

Holbrook, M.B. & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404–420.

IAB (2019). Changing the channel: A comprehensive guide to Connected TV. iabuk.com, retrieved from https://www.iabuk.com/ctv

Jeong, Y. & King, C.M. (2010). Impacts of website context relevance on banner advertisement effectiveness. Journal of Promotion Management, 16 (3), 247–264.

Jin, C.H. & Villegas, J. (2007). Consumer responses to advertising on the Internet: The effect of individual difference on ambivalence and avoidance. Cyberpsychology & Behavior.

10(2), 258–266.

Johar, J.S. & Sirgy, M.J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23–33.

Kemp, S. (2016, January 27). 2016 digital yearbook. Retrieved from

https://wearesocial.com/special-reports/digital-in-2016.

Kirmani, A., & Campbell, M.C. (2004). Goal seeker and persuasions entry: How consumer targets respond to interpersonal marketing persuasion. Journal of Consumer Research,

31(3), 573–582.

Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44, 688–701.

(7)

Kononova, A. & Yuan, S. (2015). Double-dipping effect? How combining YouTube environmental PSAs with thematically congruent advertisements in different formats affects memory and attitudes. Journal of Interactive Advertising, 15(1), 2–15.

Krugman, H.E. (1983). Television program interest and commercial interruption. Journal of

Advertising Research, 23(1), 21–23.

Lafferty, B.A., Goldsmith, R.E. & Newell, S.J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions.

Journal of Marketing Theory and Practice, 10(3), 1.

Lawlor, M.A. & Prothero, A. (2008). Exploring children’s understanding of television advertising: Beyond the advertiser’s perspective. European Journal of Marketing.

42(11/12), 1203–1223.

Leahy, W. & Sweller, J. (2011). Cognitive load theory, modality of presentation and the transient information effect. Applied Cognitive Psychology, 25(6), 943–951.

Lee, J. & Ahn, J. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119–137.

Liu, C., Lo, S., Hsieh, A. & Hwang, Y. (2018). Effects of banner ad shape and the schema creating process on consumer internet browsing behavior. Computers in Human

Behavior, 86, 9–17.

Lobschat, L., Osinga, E.C. & Reinartz, W.J. (2017). What happens online stays online? Segment-specific online and offline effects of banner advertisements. Journal of

Marketing Research, 54(6), 901–913.

Machleit, K., Allen, C.T. & Madden, T.J. (1993). The mature brand and brand interest: an alternative consequence of ad-evoked affect. Journal of Marketing, 57(4), 72–82. MacKenzie, S.B. & Lutz, R.J. (1989). An empirical examination of the structural antecedents

of attitude toward the ad in an advertising pretesting context. Journal of Marketing,

53(2), 48–65.

MacKenzie, S.B., Lutz, R.J. & Belch G.E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of

Marketing Research, 23, 130–143.

MacKinnon, D. P. (2000). Contrasts in multiple mediator models. In Rose, J.S. & Chassin, L. (Eds.), Multivariate applications in substance use research: New methods for new

questions (pp. 141–160). Mahwah. NJ: Erlbaum.

Manchanda, P., Dube, J-P., Goh K-Y. & Chintagunta, P.G. (2006). The effect of banner advertising on internet purchasing. Journal of Marketing Research, 43(1), 98–108.

(8)

107

Miles, M.B. & Huberman, M.A. (1994). Qualitative data analysis: An expanded sourcebook, 2nd ed. Thousand Oaks, CA: SAGE Publications.

Mircovic, G. (2020). 5 biggest native advertising challenges, and how to overcome them. Retrieved from, https://whatsnewinpublishing.com/5-biggest-native-advertising-challenges-and-how-to-overcome-them/.

Moran, G., Muzellec, L. & Nolan E. (2014). Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of

Advertising Research, 54(2), 200–204.

Munro, G. (2019, September 1). Short form video is the new wave of storytelling. brandknewmag.com. Retrieved from https://www.brandknewmag.com/short-form-video-is-the-new-wave-of-storytelling/.

Nebenzahl, I.D. & Secunda, E. (1993). Consumers’ attitudes toward product placement in movies> International Journal of Advertising, 12(1), 1–12.

Oster, E. (2020). U.S. advertising and marketing spend to grow to nearly $390 billion in 2020.

AdWeek. Retrieved from

https://www.adweek.com/brand-marketing/us-advertising-marketing-spend-grow-nearly-390-billion-2020/.

Papyrina, V. (2015). Men and women watching and reading: Gender and information processing opportunity effects in advertising. Journal of Marketing Communications,

21(2), 125–143.

Payne, M.E., Peltier, J.W. & Barger, V.A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of

Research in Interactive Marketing, 11(2), 185–197.

Perrin, N. (2019, May 20), US native advertising 2019. Retrieved from

https://www.emarketer.com/content/us-native-advertising-2019/.

Perry, S.D., Jenzowsky, S.A. & King, C.M. (1997). Using humorous programs as a vehicle for humorous commercials. Journal of Communication, 47(1), 20–39.

Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88 (5): 879–903.

Preacher, K.J. & Hayes, A.F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods,

(9)

Probst, F., Grosswiele, L. & Pfleger, R. (2013). Who will lead and who will follow: Identifying influential users in online social networks: A critical review and future research directions. Business and Information Systems Engineering, 5(3), 179–193.

Risselada, H., Verhoef, P.C. & Bijmolt, T.H.A. (2014). Dynamic effects of social influence and direct marketing on the adoption of high-technology products. Journal of Marketing,

78(2), 52–68.

Ritchie, J., Lewis, J., McNaughton Nicholls, C. & Ormston, R. (2013). The foundation of qualitative research. In Qualitative research practice: A guide for social science students

and researchers. London: SAGE Publications.

Russell, C.A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude.

Journal of Consumer Research, 29(3), 306–318.

Ryu, G., Lim, E.A.C., Tan, L.T.L. & Han, Y.J. (2007). Preattentive processing of banner advertisements: The role of modality, location, and interference. Electronic Commerce

Research and Applications, 6(1), 6–18.

Sarstedt, M., Hair, J.F., Ringle, C.M., Thiele, K.O., & Gudergan, S.P. (2016). Estimation issues with PLS and CBSEM: Where the bias lies! Journal of Business Research, 69(10), 3998–4010.

Sharma, A. (2000). Recall of television commercial as a function of viewing context: The impact of program-commercial congruity on commercial messages. Journal of General

Psychology, 127(4), 383–389.

Smith, K.T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499.

Sobh, R. & Perry, C. (2006). Research design and data analysis in realism research. European

Journal of Marketing, 40(11/12), 1194–1209.

Spears, N., & Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions.

Journal of Current Issues & Research in Advertising, 26(2), 53–66.

Tapscott, D. (2009). Grown up digital: how the net generation is changing the world. New York: McGraw-Hill.

Thota, S.C., Song, J.H. & Biswas, A.(2012). Is a website known by the banner ads it hosts? Assessing forward and reciprocal spillover effects of banner ads and host websites.

International Journal of Advertising, 31, 877–905.

Truong, Y., McColl, R. & Kitchen, P.(2010). Practitioners’ perceptions of advertising strategies for digital media. International Journal of Advertising, 2(5), 709–725.

(10)

109

Tsang, M., Ho, S., & Liang, T. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce. 8(3), 65–78.

Tutaj, K., & Van Reijmersdal, E.A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications. 18(1), 5–18. Vakratsas, D. and Ambler, T. (1999). How advertising works: What do we really know?

Journal of Marketing, 63(1), 26–43.

Van Reijmersdal, E. (2009). Brand placement prominence: Good for memory! Bad for attitudes. Journal of Advertising Research, 49(2), 151–153.

Van Reijmersdal, E.A., Fransen, M.L., Van Noort, G., Opree, S.J.,Vandeberg, L., Reusch, S., Van Lieshout F. & Boerman, S.C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American

Behavioral Scientist, 60(12), 1458–1474.

Van Reijmersdal, E.A., Neijens, P. & Smit, E. (2005). Readers’ reactions to mixtures of advertising and editorial content in magazines. Journal of Current Issues & Research in

Advertising, 27(2), 39–53.

Van Reijmersdal, E.A., Neijens, P. & Smit, E.G. (2009). A new branch of advertising: Reviewing factors that influence reactions to product placement. Journal of Advertising

Research, 49(4), 429–449.

Vranica, S. (2016, June 19). Advertisers try new tactics to break through to consumers. The

Wall Street Journal. Retrieved from

http://www.wsj.com/articles/advertisers-try-new-tactics-to-break-through-to-consumers-1466328601.

Walsh, M. (2011, September 26). Wilson: It’s all about ad monetization. Retrieved from

https://www.mediapost.com/publications/article/159263/wilson-its-all-about-native-ad-monetization.html.

Wang, R. & Huang, Y. (2017). Going native on social media: The effects of social media characteristics on native ad effectiveness. Journal of Interactive Advertising, 17(1), 41– 50.

Wedel, M., & Pieters, R. (2015). The buffer effect: The role of color when advertising exposures are brief and blurred. Marketing Science. 34(1), 134–143.

Wojdynski, B.W. (2016a). Native advertising: Engagement, deception, and implications for theory. In Brown, R., Jones, V.K. & Wang, B.M. (Eds.), The new advertising: branding,

content and consumer relationships in a data-driven social media era (pp. 203–236).

(11)

Wojdynski, B.W. (2016b). The deceptiveness of sponsored news articles: How readers recognize and perceive native advertising. American Behavioral Scientist, 60(12), 1475–1491.

Wojdynski, B.W. & Evans, N.J. (2016). Going native: effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of

Advertising, 45(2), 157–168.

Wojdynski, B.W. & Golan, G.J. (2016). Native advertising and the future of mass communication. American Behavioral Scientist, 60(12), 1403–407.

Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao A., & Wang, R. (2016). A tale of two sources in native advertising: Examining the effects of source credibility and priming on content, organizations, and media evaluations. American Behavioral Scientist,

60(12), 1492–1509.

Yin, R.K. (1989). Case study research: Design and methods (applied social research methods). Newbury Park, CA: SAGE Publications.

Zenetti, G., Bijmolt, T.H.A., Leeflang, P.S.H. & Klapper, D. (2014). Search engine advertising effectiveness in a multimedia campaign. International Journal of Electronic Commerce,

18(3), 7–38.

Zenith Optimedia. (2018). Advertising expenditures forecast March 2018. Retrieved from,

https://www.zenithmedia.com/wp-content/uploads/2018/03/Adspend-forecasts-March-2018-executive-summary.pdf