Effects of online behaviorally targeted native advertising on persuasion: A test of two competing mechanisms
نویسندگان
چکیده
Online native advertising is increasingly targeted based on people's online behavior. This study examines the effects of behaviorally ad and brand responses. In addition, it tests two competing explanatory mechanisms that are suggested in literature behavioral may result opposing persuasion outcomes: perceived personal relevance advertisement understanding as a persuasive tactic. An experiment showed resulted higher than advertising, which consequently had positive effect (i.e., responses). Although (versus advertising) induced knowledge tactic, this did not negatively affect persuasion. provides new insights into theoretical explain has implications for practice.
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ژورنال
عنوان ژورنال: Computers in human behavior reports
سال: 2022
ISSN: ['2451-9588']
DOI: https://doi.org/10.1016/j.chbr.2022.100221