ABSTRACT 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 than entertaining content does. However, consumer responses are similar between informative and entertaining content for hedonic products. Furthermore, this study demonstrates that consumer persuasion knowledge mediates the interaction effects of content type and product type on consumer responses. Theoretical and practical implications are also discussed.

中文翻译：

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消费者对社交媒体原生广告的反应中内容类型和产品类型的相互作用

摘要随着消费者对广告的怀疑越来越多，营销人员已经开始实施原生广告。本研究利用说服知识模型 (PKM)，研究内容类型如何与产品类型相互作用以影响消费者对 Facebook 原生广告的反应（说服知识、品牌态度和点击“喜欢”的意图）。一项 2（内容类型：信息性与娱乐性）×2（产品类型：功利性与享乐性）被试之间的实验研究在韩国共 155 名在大学就读的 Facebook 用户进行。结果表明，对于实用产品，信息性内容比娱乐性内容更能引起消费者的好评。然而，消费者对享乐产品的信息性和娱乐性内容的反应相似。此外，本研究表明，消费者说服知识在内容类型和产品类型对消费者反应的交互作用中起中介作用。还讨论了理论和实践意义。