Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

Jing Yang; Mengtian Jiang; Linwan Wu

doi:10.1080/15252019.2021.1900758

Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

Jing Yang
, Mengtian Jiang
, Linwan Wu

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	17-33
Number of pages	17
Journal	Journal of Interactive Advertising
Volume	21
Issue number	1
DOIs	https://doi.org/10.1080/15252019.2021.1900758
State	Published - 2021
Externally published	Yes

ASJC Scopus Subject Areas

Communication
Marketing

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10.1080/15252019.2021.1900758

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title = "Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?",

author = "Jing Yang and Mengtian Jiang and Linwan Wu",

note = "Publisher Copyright: {\textcopyright} 2021 American Academy of Advertising.",

year = "2021",

doi = "10.1080/15252019.2021.1900758",

language = "English",

volume = "21",

pages = "17--33",

journal = "Journal of Interactive Advertising",

issn = "1525-2019",

number = "1",

}

TY - JOUR

T1 - Native Advertising in WeChat Official Accounts

T2 - How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

AU - Yang, Jing

AU - Jiang, Mengtian

AU - Wu, Linwan

PY - 2021

Y1 - 2021

UR - https://www.scopus.com/pages/publications/85106237751

UR - https://www.scopus.com/pages/publications/85106237751#tab=citedBy

U2 - 10.1080/15252019.2021.1900758

DO - 10.1080/15252019.2021.1900758

M3 - Article

AN - SCOPUS:85106237751

SN - 1525-2019

VL - 21

SP - 17

EP - 33

JO - Journal of Interactive Advertising

JF - Journal of Interactive Advertising

IS - 1

ER -

Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

ASJC Scopus Subject Areas

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