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Hwang et al., 2019 - Google Patents

Editorial content in native advertising: how do brand placement and content quality affect native-advertising effectiveness?

Hwang et al., 2019

Document ID
11522259869635257211
Author
Hwang Y
Jeong S
Publication year
Publication venue
Journal of Advertising Research

External Links

Snippet

This study examines how brand placement in editorial content (ie, 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 …
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