The researchers pointed to the internal contradiction of native advertising and CSR as a key impetus for research that can help inform marketers. When companies conduct native CSR advertising campaigns, “they actually communicate their ethical behaviors in a potentially unethical way,” study authors wrote in a JAR article available online. “Because native advertising makes consumers question the social responsibility of the news outlets (Schauster, Ferrucci, and Neill, 2016), it also may jeopardize that of the advertisers, which contradicts the purpose of CSR communication.”
Linwan Wu (firstname.lastname@example.org) is an assistant professor at the University of South Carolina. His research focuses on advertising psychology and communication technology.
Holly Overton (email@example.com) is an associate professor at the University of South Carolina. Her research examines corporate social responsibility communication, corporate social advocacy and nonproﬁt communication.