Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising

These findings point to an evolving form of "native ad blindness," shaped by rapid heuristic scanning and schema-based recognition of minimal ad signals. Conceptually, this study refines theories of banner blindness, persuasion knowledge, and dual-process filtering, providing practical insights for advertisers seeking to balance transparency with user engagement amid competition from non-sponsored content.

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Publication Details

Journal
Frontiers in Psychology
Published
2025-08-13
DOI
https://doi.org/10.3389/fpsyg.2025.1636910
Citations
4
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
Field-Weighted Citation Impact
8.29

Funders

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article

Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising

Jörg Henseler, J. K. Thalmann, Maike Hübner
4 citations
Frontiers in Psychology
Consumer Behavior in Brand Consumption and Identification
8.29
article

Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising

Jörg Henseler, J. K. Thalmann, Maike Hübner
article en
4 citations

Abstract

These findings point to an evolving form of "native ad blindness," shaped by rapid heuristic scanning and schema-based recognition of minimal ad signals. Conceptually, this study refines theories of banner blindness, persuasion knowledge, and dual-process filtering, providing practical insights for advertisers seeking to balance transparency with user engagement amid competition from non-sponsored content.

Frontiers in PsychologyVol. 16
Ruhr West University of Applied Sciences (DE), Universidade Nova de Lisboa (PT), University of Twente (NL)
Fundação para a Ciência e a Tecnologia
Openalex Percentile: Top 3%
Consumer Behavior in Brand Consumption and Identification
8.29
DOIOpen Access PDFOpenAlex
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Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising — Jörg Henseler, J. K. Thalmann, et al. · Frontiers in Psychology (2025) | TGRS Research Map | TGRS