关键词: 原生广告, 广告可识别性, 发布者类型, 品牌态度

Abstract: With the widespread adoption of social media platforms and the rise of independent media accounts, native advertising within social media holds significant commercial value for brand communication and targeted advertising. Inappropriate ad disclosures can trigger consumer concerns about deception and cognitive resistance, leading to negative brand atitudes. This study examines the impact of the recognizability of native ads and the type of publisher on consumer brand attitudes. Research conducted across three experiments demonstrates an interaction effect between ad recognizability and publisher type, with cognitive resistance mediating this interaction and the style of content information acting as a moderator. The findings of this study enrich the literature on native advertising disclosures and offer practical insights for businesses deploying native advertisements on social media platforms.

Key words: native advertisement, advertising identifiability, type of publisher, brand attitude