Abstract

With the rapid growth of native advertising, there has been an increased interest to address ethical concerns and deception online. To address this concern, we look at the consumer's ethical efficacy toward native ads and we compare native ads to banner ads. Results confirm that consumers trust native ads more than banner ads. Moreover, we uncover that consumers ethical efficacy affects their intention to share native ads through eWOM. However, consumer individual differences influence intention to share content online and trust in the native ads. We study the moderating effects of salience, using the fashion context, and its influence on ad trust and willingness to share through eWOM. Recommendations for business professionals and academics are discussed and future research guidelines are addressed.