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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

product type

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.