Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers’ attitude toward and sharing intention of native advertising. Findings from an online survey of 550 U.S. adult consumers showed that native ad nonintrusiveness was positively related to attitude toward and sharing intention of native advertising, whereas native ad manipulativeness was not. Consumers’ ad skepticism and persuasion knowledge were negatively related to attitude toward and sharing intention of native advertising; but persuasion knowledge became nonsignificant when native ad nonintrusiveness and manipulativeness were included in regression models. Additionally, those with stronger information-seeking motivation showed more positive attitudinal and behavioral responses. This study advances the knowledge of native advertising by examining the possibility of its being a double-edged sword. Theoretical and practical implications are discussed.

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This study examines the factors influencing consumer intention to watch online video ads, by applying the theory of reasoned action. The attitude toward watching online video ads, the subjective norm, and prior frequency of watching online video ads positively influence the intention to watch online video ads. Further, beliefs held about entertainment and information outcomes from watching online video ads and subjective norm influence attitude toward watching these ads.

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem. However, little is known about what motivates sharing in the ecosystem as opposed to specific media contexts. Present research explores multiplatform consumers’ general sharing motivations and examines how those motivations, in conjunction with social relationships, influence sharing behavior across social media platforms. First, four focus group interviews were conducted to identify general social media sharing motivations of multiplatform consumers. Employing an online survey ( N = 249), four dimensions comprised of 31 sharing motivation items were identified: social presence, social conversation, easy connection, and self-management. Applying a theory of reasoned action and social exchange theory approach, we conducted a second online survey ( N = 342) to elaborate on our findings in terms of multidimensionality and interdependency among the influencing factors on social sharing behavior. Social conversation exhibited the strongest relationship with attitude toward sharing, whereas self-management was negatively related to the social norm, which, in turn, was negatively associated with sharing intention. Findings and implications are discussed.

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