In this digital era, native advertising (Laursen, 2017) has begun to dominate advertising revenues due to its effectiveness in captivating attention of online users. Digital native advertising are advertisements in the form and function of editorial content such that its commercial intent is obscured to the reader (Wojdynski & Evans, 2015). Given its “non-intrusive” characteristics, platforms publishing advertisements of this nature can effectively circumvent ad-blockers that inhibits brands from reaching target audience (Vranica, 2015). Nevertheless, some have construed this as a deception towards digital users which could be detrimental to their attitude towards the brands conveyed via such advertising method (Wojdynski, Evans, & Hoy, 2017). Despite such existing controversy, there is still lack of evidence investigating whether digital native advertising would trigger positive or negative attitudes towards brands (Harms et al., 2017). On this premise, the goal of this study is to comprehend how native advertising would affect brand attitude. Correspondingly as well, this study will also investigate in what way the factors associated to native advertising that would influence brand attitude.

Introduction
Theoretical Background
Research Design
Result and Conclusion
Research limitations and managerial contributions

• Kong Cheen Lau(Singapore University of Social Sciences, Singapore) Corresponding author
• Carina Foo(Singapore University of Social Sciences, Singapore)