How Ad Recognition Influences Response to CSR Native Advertising

Summary

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.”