...Kristen L. Sussman; Laura F. Bright; Gary B. Wilcox Purpose The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native...

...Hye Jin Yoon; Yan Huang; Mark Yi-Cheon Yim Purpose Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual differences and social media public sentiment waning, this study set out...

...-use rights only Facebook Sponsored post Message appeal Message strategy Engagement Congruence Social media advertising Native advertising Social appeal Personal appeal Consumer behavior Ariel University Research Authority and the Institute for New Media One...