Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive csr

Linwan Wu, Holly Overton

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the persuasion purpose of the native advertisement. This study also confirms perceived manipulativeness as the underlying mechanism of advertising recognition, and values-driven motivation as the underlying mechanism of CSR type in the context of native advertising.

Original languageEnglish (US)
Pages (from-to)382-396
Number of pages15
JournalJournal of Advertising Research
Volume61
Issue number4
DOIs
StatePublished - Dec 1 2021

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