Editorial Content In Native Advertising: How Do Brand Placement and Content Quality Affect Native-Advertising Effectiveness?

ABSTRACT This study examines how brand placement in editorial content ( i.e. , whether a sponsoring brand is mentioned in editorial content) affects consumers9 responses to native advertising and whether the effect is moderated by either high or low quality of editorial content. Results of an experiment showed significant interaction effects between brand placement and content quality. Brand placement had negative effects on source credibility and message attitudes only when the quality of editorial content was low, not when the quality was high.