Do consumers believe that native advertising pieces on media websites are written by companies—or journalists? Does the presentation of this type of content change how it is perceived?
To find out, two researchers, Chris Jay Hoofnagle and Eduard Meleshinsky, showed a simulated blog page containing three articles to 598 consumers. One of the articles was an advertorial for diet pills labeled "Sponsored Report" in a font similar to other elements on the page. Respondents were then asked questions about the blog content.
The complete findings were published in the Journal of Technology Science.