Native advertising and storytelling are both increasingly popular advertising strategies. This research explores the effectiveness of storytelling in a native advertising context on social media. While most research recommends the use of stories as a way to build trust and relationships with consumers, the current research suggests that in the form of native ads on social media, narratives may be less effective when compared to informational native ads. Two studies find that even when advertising cues such as disclosure labels and brand presence are prominently located, consumers are less likely to recognize the advertising nature of narrative native ads when compared to informational native ads. Lower levels of advertising recognition are associated with increased perceptions of manipulative intentions by the advertiser, which has a negative influence on consumers' attitudes toward the ad. The findings suggest that native ads that clearly communicate their advertising nature through cues such as an informational execution, high brand presence, and prominent disclosure labeling are more effective than a narrative execution style.

本地广告和讲故事都是越来越流行的广告策略。这项研究探讨了社交媒体在本地广告环境中讲故事的有效性。尽管大多数研究建议使用故事作为建立信任和与消费者之间关系的一种方式，但当前的研究表明，以社交媒体上的原生广告形式，叙事与信息原生广告相比可能不太有效。两项研究发现，即使信息提示标签和品牌形象等广告线索的位置突出，与信息性原生广告相比，消费者也不太可能意识到叙事性原生广告的广告性质。广告认知水平降低与广告客户对操纵意图的认知度增加有关，这会对消费者对广告的态度产生负面影响。研究结果表明，通过叙事方式（例如信息执行，高品牌知名度和显着的披露标签）清楚地传达其广告性质的本地广告比叙事的执行方式更有效。