ArticleAuthors: Mikyoung Kim; Jin Kyun Lee; Ki-Young Lee (2019)
With the growth of consumer skepticism toward advertising, marketers have begun implementing native advertising. Drawing on the Persuasion Knowledge Model (PKM), this study examines how content type interacts with product type to influence consumer responses toward native advertising (persuasion knowledge, brand attitude, and intention to click ‘like’) on Facebook. A 2(content type: informative versus entertaining)×2 (product type: utilitarian versus hedonic) between-subjects experimental study was conducted with a total of 155 college-attending Facebook users in South Korea. The results show that, for utilitarian products, informative content elicits more favorable consumer responses ... 
