Limited research exists on how media format and disclosure influence knowledge about and
attitude toward, native ads on Twitter. In response, two experiments were conducted with a 3 …

This study aims to understand how consumers respond to social media advertising (SMA) by
focusing on promoted tweets sent by brands and political parties, and examines persuasion …

Present research builds upon native advertising research by examining the roles of
advertising message relevance, consumer-brand relationship strength, and authorship. Two …

Purpose Sponsored social media content is one of the advertising strategies that companies
implement so that ads appear as native to the delivery platform without making consumers …

Effectively utilizing persuasion techniques in advertising is essential for businesses to
master in order to stay ahead of its competitors. This research project investigates the ways …

This empirical study compares the effects of consumer generated brand-related content
versus brand generated advertising on X (formerly Twitter). Guided by the theory of planned …

Based upon a 3-year data set of Tweets linking to native advertising from leading US news
publications, this study provides human content analyses (n= 1,527) of the practice of native …

Despite its growing popularity and importance, little research has been done to understand
what mechanism drives consumers to avoid or accept native advertising on social media …

Purpose Native advertising on social media continues to be a popular ad placement for
marketers. With native ad-content relevance in need of further exploration regarding …

This study investigated how ad disclosure and ad recognition predict the effectiveness of
native advertising in relation to persuasion knowledge. Two experimental studies revealed …