ABSTRACT
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the persuasion purpose of the native advertisement. This study also confirms perceived manipulativeness as the underlying mechanism of advertising recognition, and values-driven motivation as the underlying mechanism of CSR type in the context of native advertising.
- Received May 8, 2019.
- Received (in revised form) November 13, 2019.
- Accepted January 2, 2020.
- Copyright© 2020 ARF. All rights reserved.
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Vol 64 Issue 4
