When Native Format Contains Socially Beneficial Messages: The Role of CSR Motivation, Congruence, and Credibility in the Context of Native Advertising

This study investigates the effectiveness of native corporate social responsibility(CSR) advertising by examining the roles of perceived CSR motivations, congruence, and source credibility. Two online experiments, employing artificial native ads in distinct contexts(social media feeds and news articles), were conducted. The findings reveal that the indistinguishable nature of native advertising formats often outweighs the inherent value of the CSR messages, emphasizing the significance of ad recognition in shaping perceptions of intrinsic and extrinsic motivations. Specifically, ad recognition increases the perception that CSR initiatives are driven by corporate profit(extrinsic motivation) while diminishing the perceived social value(intrinsic motivation). Moreover, congruence between CSR activities and company values amplifies the positive impact of intrinsic motivation on ad effectiveness, whereas source credibility mitigates the adverse effects associated with extrinsic motivation. This study offers actionable insights for marketing practitioners on using native advertising in CSR communication, suggesting strategies to counteract skepticism and enhance the effectiveness of CSR messages.