Publications

Publication details [#67035]

Kim, Mikyoung, Jin Kyun Lee and Ki-Young Lee. 2019. Interplay of content type and product type in the consumer response to native advertising on social media. Asian Journal of Communication 29 (6) : 464–482.
Publication type
Article in journal
Publication language
English
Keywords
consumer response | content type | native advertising | persuasion knowledge model | product type | social media use
Place, Publisher
Routledge

Annotation

Drawing on the Persuasion Knowledge Model (PKM), this study examines how content type interacts with product type to influence consumer responses toward native advertising (persuasion knowledge, brand attitude, and intention to click ‘like’) on Facebook.