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- W2765853634 abstract "Native advertising has become a growing trend in news outlets to break through the clutter of advertisements to reach consumers. This exploratory study investigates consumers' cognitive processing of native advertisements in U.S. online news sites. Using think aloud techniques, 30 interviews revealed that two-thirds of participants saw native ads in the provided online news sites, but less than half of them were aware of the persuasive intent of the native ads. For those who recognized native advertisements in the news sites, brand elements, and ad disclosures were the most commonly reported identifiers. Furthermore, native advertising does not always generate negative perceptions. Practical and policy implications and future research directions are discussed." @default.
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- W2765853634 date "2017-07-03" @default.
- W2765853634 modified "2023-09-26" @default.
- W2765853634 title "Now You See Me, But You Don't Know: Consumer Processing of Native Advertisements in Online News Sites" @default.
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- W2765853634 doi "https://doi.org/10.1080/15252019.2017.1399839" @default.
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