ABSTRACT
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. Results of an experiment showed significant interaction effects between brand placement and content quality. Brand placement had negative effects on source credibility and message attitudes only when the quality of editorial content was low, not when the quality was high.
- Received May 3, 2017.
- Received (in revised form) August 20, 2017.
- Accepted September 12, 2017.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 2
