Purpose

Drawing upon attribution theory, this study aims to examine how different types of product information sources (mainstream celebrities vs micro-celebrities) interact with content type (experiential vs promotional) to influence consumer response toward native posts on social media (causal attributions and click intention).

Design/methodology/approach

A total of 134 adult Twitter users participated in a 2 (source type: mainstream celebrity vs micro-celebrity) × 2 (content type: experiential vs promotional) between-subjects online experimental design.

Findings

Results showed that for experiential native advertising, messages from a micro-celebrity generated more information-sharing attributions and less monetary gain attributions than those from a mainstream celebrity on social media. Moreover, the experiential native ads from a micro-celebrity elicited greater intention to click the URL than those from a mainstream celebrity. However, consumer response was similar for promotional native advertising regardless of message source. This study demonstrates that information-sharing attributions mediate the interaction effects of source type and content types on click intention.

Originality/value

This study contributes to the literature on native advertising by providing empirical evidence to highlight the effect of message source and content type on consumer response. This study shows that the success of native advertising depends on how consumers perceive the messages and content creators' intention to communicate.

中文翻译：

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消费者对社交媒体原生广告的反应：来源类型和内容类型的作用

目的

利用归因理论，本研究旨在研究不同类型的产品信息源（主流名人与微名人）如何与内容类型（体验式与促销式）互动，以影响消费者对社交媒体上原生帖子的反应（因果归因和点击意图） ）。

设计/方法/方法

共有 134 名成年 Twitter 用户参与了 2（来源类型：主流名人 vs 微名人）×2（内容类型：体验 vs 宣传）的被试间在线实验设计。

发现

结果表明，对于体验式原生广告，来自微名人的信息比来自社交媒体上的主流名人的信息产生更多的信息共享归因和更少的金钱收益归因。此外，与来自主流名人的体验性原生广告相比，来自微名人的体验式原生广告引起了更大的点击 URL 的意图。然而，无论消息来源如何，消费者对促销原生广告的反应都是相似的。本研究表明，信息共享归因在来源类型和内容类型对点击意图的交互作用中起中介作用。

原创性/价值

本研究通过提供实证证据来强调消息来源和内容类型对消费者反应的影响，为有关原生广告的文献做出了贡献。这项研究表明，原生广告的成功取决于消费者如何看待信息和内容创作者的交流意图。