Native Advertising

Native Advertising is a form of paid media communication in which promotional content is designed to match the form, function, and overall user experience of the surrounding editorial or organic content on a host platform, thereby integrating seamlessly into the content environment while remaining commercially sponsored.

116

Publications

Citations

211

Authors

119

Institutions

Publications per year

2017–2026

Variants

Native Ads

Parents

Advertising

Children

Cross-platform Native AdvertisingInfluencer Native AdvertisingMessage CongruenceMobile Native AdvertisingNative Ad DesignNative Ad EffectivenessNative Ad FormatsNative Video AdvertisingProgrammatic Native AdvertisingSocial Media Native Advertising

Publications

116

Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising

Bartosz W. Wojdynski, Nathaniel Evans · Journal of Advertising · 2015 · 600 citations

Business, Marketing, Marketing Management +17

When news sites go native: Redefining the advertising–editorial divide in response to native advertising

Matt Carlson · Journalism · 2014 · 204 citations

Social Sciences, Communication, Religious Studies +17

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

Joonghwa Lee, Soojung Kim, Chang-Dae Ham · American Behavioral Scientist · 2016 · 199 citations

Business, Marketing, Marketing Management +17

The Challenges Native Advertising Poses: Exploring Potential Federal Trade Commission Responses and Identifying Research Needs

Colin Campbell, Pamela E. Grimm · Journal of Public Policy & Marketing · 2018 · 187 citations

Business, Marketing, Regulatory Policy +17

Good native advertising isn’t a secret

Colin Campbell, Lawrence J. Marks · Business Horizons · 2015 · 154 citations

Business, Communication, Marketing +9

1–5 of 116

Authors

211

BW
Bartosz W. Wojdynski
University of Georgia, United States
8 publications · 1.2K citations
8
h-index
YH
Yan Huang
University of Houston, United States
5 publications · 194 citations
5
h-index
NE
Nathaniel Evans
University of Georgia, United States
5 publications · 905 citations
5
h-index
MA
Michelle A. Amazeen
Boston University, United States
4 publications · 370 citations
4
h-index
KP
Karolien Poels
University of Antwerp, Belgium
4 publications · 167 citations
4
h-index

1–5 of 211

Institutions

119

1–8 of 119

Venues

Journal of Interactive Advertising
13 publications · 576 citations
12
h-index
International Journal of Advertising
IJA · 9 publications · 459 citations
9
h-index
Journal of Promotion Management
JPM · 5 publications · 122 citations
6
h-index
American Behavioral Scientist
ABS · 5 publications · 575 citations
5
h-index
Journalism
5 publications · 405 citations
5
h-index

1–5