Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference

Blurred borders - Effects of website credibility and product involvement on the effectiveness of online native advertising

Published: May 25, 2021


Goetz Greve, HSBA Hamburg School of Business Administration; Vanessa Löffler, Performance Media Deutschland GmbH


Due to growing consumer scepticism towards advertising, marketing managers have turned to native advertising – a format that intendedly aims at blurring the lines between editorial and commercial website components. However, source credibility effects, i.e. website credibility, are expected to influence the effectiveness of native advertising. This study investigates consumer perceptions of native advertising in terms of ad attitude and ad credibility. Data retrieved from 134 respondents in an online experiment, analysed with partial least squares path modelling, shows that consumers’ perceptions of ad credibility and ad attitude are influenced by website credibility and persuasion knowledge. Interestingly, product involvement significantly moderates the relations between website credibility and ad credibility. These results provide important insights for brand managers, ad agencies, and publishers that can increase the effectiveness of planning and executing online native advertising.