This study aimed to examine the effects of awareness of paid endorsements by social media
influencers on followers' cognitive persuasion knowledge (ad recognition), attitudinal …

Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar
non-advertising formats, differ from other more direct forms of advertising in several ways …

Native advertising is a type of online advertising that matches the form and function of the
platform on which it appears. In practice, the choice between display and in-feed native …

Building on the persuasion knowledge model, this study examines how audience
characteristics and native advertising recognition influence the covert persuasion process …

Online advertisements that masquerade as non-advertising content pose numerous risks to
users. Such hidden advertisements appear on social media platforms when content creators …

This study seeks which antecedents affect YouTube followers' intention to purchase
products mentioned in YouTube videos posted by the influencers. We conducted an online …

Native advertising and storytelling are both increasingly popular advertising strategies. This
research explores the effectiveness of storytelling in a native advertising context on social …

Influencer advertising has become a multibillion-dollar industry, with young people playing a
large role. While there are ethical concerns regarding targeting an audience too young to …

This article syntheses the outcomes of native advertising, in particular, pertaining to the
custom (or editorial-style) format, which represents the main focus of empirical studies …

With the advent and integration of technology in business, marketers started investing in
numerous media platforms to influence the consumer's sentiments. Artificial intelligence has …