ÂÜÀòÉç¹ÙÍø

Call for Papers from the Journal of Interactive Advertising

Special Issue on Native Advertising: Theories and Practices

Submission Deadline: December 31, 2016

Guest Editor: Jooyoung Kim, University of Georgia

Manuscripts are currently being solicited for an upcoming special issue of the Journal of Interactive Advertising (JIAD) dedicated to Native Advertising.

Background

Native advertising is one of the fastest-growing interactive advertising placement strategies today and is viewed as a way to cut through a highly cluttered online media environment. By inserting native advertisements, broadly defined as “paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong” (Interactive Advertising Bureau 2013, p. 3), advertisers believe the strategy may increase the chance of ad exposure and engagement. As it has become one of the hottest topics among media and advertising practitioners, online companies, such as Google, Facebook, and Amazon, have structured their platforms to help advertisers effectively place native advertisements. This increasing interest in native advertising has also heightened critical concerns around the strategy due to its potential to misguide and even deceive consumers by placing ads that are often indistinguishable from editorial content (Wojdynski and Evans 2016).

Despite the high interest and growing concerns, little scholarly attention has been given to the various aspects of this strategy, which has resulted in confusion regarding the conceptual grounding and strategic direction of this approach. This lack of knowledge can potentially lead to attribution errors of advertising effects.

Responding to this critical need, the JIAD special issue solicits research articles focusing on native advertising from various points of view, including the theoretical, strategic, and ethical implications for scholars and practitioners. The primary goal of this issue is to open a scholarly forum to build theories that address the how, when, and why of native advertising’s effectiveness. In addition to this goal, the special issue is also seeking ethical explorations of the topic that can provide useful policy implications.

Topics

Potential research topics may include, but are not limited to:

• Information-processing of native advertisement
• Native advertising and ad engagement
• Native advertising and ad avoidance
• Native advertising in a trans-media environment
• Native advertising’s influence on media
• Native advertising’s effect on brands advertised
• Consumer characteristics and native advertising effects
• Emerging media and native advertising
• Digital analytics for native advertising
• Physiological measures to assess the effects of native advertising
• Neuro-scientific approach for understanding how native advertising works
• Multi-cultural strategies for native advertising
• Ethical considerations and policy implications for native advertising

Guidelines for Submissions

All manuscripts for the special issue should follow JIAD formatting guidelines (available on the journal’s web site:

)

and should be submitted via the ScholarOne online submission system

.

The deadline to receive manuscripts is December 31, 2016. Authors should select “SPECIAL ISSUE: Native Advertising: Theories and Practices” as “Manuscript Type.” Please also note in the cover letter that the submission is for the Special Issue on Native Advertising.

• All articles will undergo blind peer review by at least two reviewers.
• Authors will be notified no later than April 1, 2017 on the preliminary decision over their manuscript for the next round of review.
• The anticipated date for publication of the Special Issue is Fall 2017.

For additional information regarding the Special Issue, please contact the guest editor.

Jooyoung Kim, Ph.D.
Department of Advertising and Public Relations
Grady College of Journalism and Mass Communication
The University of Georgia, Athens, GA 30602, USA
E-mail: jykim@uga.edu

References

Interactive Advertising Bureau (2013), “The Native Advertising Playbook: Six Native Ad Categories, Six Marketplace Consideration, and IAB Recommended Disclosure Principles,” available at (accessed June 21, 2016).

Wojdynski, B. W., & Evans, N. J. (2016). Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising, 45(2), 157-168.

---