ABSTRACT This study explored how product type and featured spokesperson affected (a) perceived congruence between a native ad and a social media platform and (b) level of acceptance of the native ad and, in turn, how congruence and acceptance influenced advertising outcomes. The findings revealed that congruence and acceptance positively influence attitude toward the ad, attitude toward the brand, purchase intention, and intention to engage in social media activity. Furthermore, the results showed that the native ad for a self-expressive product that featured a layperson generated the highest levels of congruency. This study also found that perceived congruence between product type and spokesperson moderated the effect of product type on advertising acceptance.

中文翻译：

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本地广告中的产品类型和发言人–一致性和接受度的作用

摘要这项研究探讨了产品类型和特色发言人如何影响（a）原生广告和社交媒体平台之间的一致性，以及（b）原生广告的接受程度，以及一致性和接受度如何影响广告结果。调查结果表明，一致性和接受度对广告态度，品牌态度，购买意愿和参与社交媒体活动的意愿产生积极影响。此外，结果显示，以非专业人员为特色的自表达产品的本地广告产生了最高的一致性。这项研究还发现，产品类型和发言人之间的一致性可以减轻产品类型对广告接受度的影响。