Brand disclosure and source partiality affect native advertising recognition and media credibility

Abstract

This study explores how textual characteristics of native advertising affected audiences’ advertising recognition and perceived message credibility and media channel credibility. Findings show that repeated mentioning of brand names increased audiences’ advertising recognition but did not affect perceived message credibility or media credibility. Using sponsor-affiliated sources increased audiences’ advertising recognition but decreased perceived message credibility and media credibility. The study recommends frequent and early sponsorship disclosure and cautions against using sponsor-affiliated sources in native advertising.