Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive csr

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.

Files

Metadata

Work Title Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive csr
Access
Open Access
Creators
  1. Linwan Wu
  2. Holly Overton
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. Journal of Advertising Research
Publication Date December 1, 2021
Publisher Identifier (DOI)
  1. https://doi.org/10.2501/JAR-2020-019
Deposited January 05, 2023

Versions

Analytics

Collections

This resource is currently not in any collection.

Work History

Version 1
published

  • Created
  • Added JAR_Paper1941_R2.pdf
  • Added Creator Linwan Wu
  • Added Creator Holly Overton
  • Published
  • Updated

Version 2
published

  • Created
  • Deleted JAR_Paper1941_R2.pdf
  • Added JAR Paper1941_R2.pdf
  • Updated
  • Published
  • Updated