Effects of online behaviorally targeted native advertising on persuasion: A test of two competing mechanisms

Online native advertising is increasingly targeted based on people's online behavior. This study examines the effects of online behaviorally targeted native advertising on ad and brand responses. In addition, it tests two competing explanatory mechanisms that are suggested in the literature on...

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Bibliographic Details

Published in:	Computers in Human Behavior Reports
Main Authors:	Eva A. van Reijmersdal, Sophie C. Boerman, Guda van Noort
Format:	Article
Language:	English
Published:	Elsevier 2022-08-01
Subjects:	Online behavioral advertising Targeting Persuasion knowledge Personalization Native advertising
Online Access:	http://www.sciencedirect.com/science/article/pii/S2451958822000550