Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.
Among the practical takeaways:
Yoori Hwang (firstname.lastname@example.org) is an associate professor at the Department of Digital Media at Myongji University. Her research focuses on the persuasive effects of public campaigns and advertising, particularly native advertising and branded content.
Se-Hoon Jeong (email@example.com) is an associate professor at the School of Media and Communication at Korea University. He is interested in advertising effects in the changing media environment (e.g. media multitasking), and also focuses on advertising and media literacy.