“各投所好,各骋所长”--原生广告可识别性与发布者类型对消费者的品牌态度的影响  

Playing to Strengths,Catering to Tastes--The Impact of Native Advertising Recognizability and Publisher Type on Consumer Brand Attitude

作　　者：彭鑫 杨德锋[1,2,3] 孙彧 吴俊宝 Peng Xin;Yang Defeng;Sun Yu;Wu Junbao(School of Management,Jinan University;International Business School,Jinan University;Research Institute on Brand Innovation and Development of Guangzhou;Jinan University)

机构地区：[1]暨南大学管理学院 [2]暨南大学国际商学院 [3]广州品牌创新发展研究基地 [4]暨南大学党委

出　　处：《营销科学学报》2024年第4期93-111,共19页Journal of Marketing Science

基　　金：国家社会科学基金项目(编号:19BGL102)的资助。

摘　　要：随着社交媒体平台的普及与自媒体账号的兴起,社交媒体中的原生广告对于品牌传播和广告的精准投放等都具有重要的商业价值。不恰当的广告披露容易引发消费者对欺骗的担忧及认知抗拒,进而导致消极的品牌态度。本文探讨了原生广告可识别性与发布者类型对消费者的品牌态度的影响。通过三个实验的研究表明,原生广告可识别性与发布者类型存在交互效应;认知抗拒在该交互效应中起中介作用,内容信息风格起调节作用。本文的结论丰富了原生广告披露的相关研究,对企业在社交媒体平台发布原生广告具有一定的启示价值。With the widespread adoption of social media platforms and the rise of independent media accounts,native advertising within social media holds significant commercial value for brand communication and targeted advertising Inappropriate ad disclosures can trigger consumer concerns about deception and cognitive resistance,leading to negative brand attitudes This study examines the impact of the recognizability of native ads and the type of publisher on consumer brand attitudes Research conducted across three experiments demonstrates an interaction effect between ad recognizability and publisher type,with cognitive resistance mediating this interaction and the style of content information acting as a moderator The findings of this study enrich the literature on native advertising disclosures and offer practical insights for businesses deploying native advertisements on social media platforms.

关 键 词：原生广告 广告可识别性 发布者类型 品牌态度 

分 类 号：F713.8[经济管理—广告] F713.55[经济管理—产业经济]