Description
Media companies are incorporating native advertisements to their websites, placing them as sponsored articles in the news feeds which used to be dedicated to the editorial content. Despite the high similarity in the format, limited studies have investigat
Recommended Citation
Wang, Quan and Li, Beibei, "To Disguise or To Disclose? Effect of Mimicking News Articles on Sponsored Content Engagement" (2018). ICIS 2018 Proceedings. 14.
https://aisel.aisnet.org/icis2018/ebusiness/Presentations/14
To Disguise or To Disclose? Effect of Mimicking News Articles on Sponsored Content Engagement
Media companies are incorporating native advertisements to their websites, placing them as sponsored articles in the news feeds which used to be dedicated to the editorial content. Despite the high similarity in the format, limited studies have investigat