Guide to the communication strategy of native advertising

• Main Authors: Wang, Yao, Mohd Zawawi, Julia Wirza, Ahmad, Abdul Muati @ Zamri, Sern, Tham Jen
• Format: Article
• Published: Human Resource Management Academic Research Society 2022
• Online Access: http://psasir.upm.edu.my/id/eprint/101673/; https://hrmars.com/index.php/IJARBSS/article/view/14141/Guide-to-the-Communication-Strategy-of-Native-Advertising

To adapt to the ever-changing digital technology revolution and the challenges posed by the information explosion in the communication environment, traditional advertising has sought reconstruction and enhancement. Native advertising is one of the advertising industry's innovations and breakthr...