ABSTRACT This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the persuasion purpose of the native advertisement. This study also confirms perceived manipulativeness as the underlying mechanism of advertising recognition, and values-driven motivation as the underlying mechanism of CSR type in the context of native advertising.

中文翻译：

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本地广告对企业社会责任信息有效吗？

摘要这项研究调查广告认知如何影响消费者对有关主动或被动的企业社会责任（CSR）的本地广告的反应。结果表明，仅当参与者不认识本地广告的说服目的时，他们才对反应性CSR的本地广告表达出更积极的态度和更大的口碑意向。这项研究还证实了操纵性是广告认知的潜在机制，而价值驱动的动机是在原生广告环境下CSR类型的潜在机制。