Recently, anecdotal evidence has suggested that native advertising in social media can be considered another important arena for people to build desired self-presentational images and online identities. Thus, it calls for an empirical analysis on people’s responses to native advertising from a perspective of self-presentational desire (SPD). This study proposes a conceptual model to examine the role of SPD on people’s responses to native advertising, i.e., advertising acceptance (AC) and advertising engagement (AE), in social media. The model was validated using survey data collected from a large social community. The results indicate that SPD is a crucial determinant of native advertising responses. Moreover, AC partially mediates the relationship between SPD and AE. This work contributes to our understanding of advertising responses by extending the theory of self-presentation to the context of native advertising and generates several critical managerial insights for social media providers and advertisers.

最近，轶事证据表明，社交媒体中的本地广告可以被视为人们建立所需的自我形象和在线身份的另一个重要场所。因此，它要求从自我表现的欲望（SPD）角度对人们对本地广告的反应进行实证分析。这项研究提出了一个概念模型，以检验SPD在人们对本地广告的响应中的作用，即社交媒体中的广告接受（AC）和广告参与（AE）。该模型已使用从大型社交社区收集的调查数据进行了验证。结果表明，SPD是本地广告响应的关键决定因素。此外，AC部分调解了SPD和AE之间的关系。