Social media advertising has become an important source for Internet giants (e.g., Facebook and Twitter), and in the meanwhile, an imperative advertising outlet for global and local businesses. Recently, anecdotal evidence suggests that native advertising in social media has been considered...

Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely-successful sponsored search advertising (SSA), which predominantly employs performance-based schemes (e.g., pay-per-click), has been largely treated as a direct-selling mechanism. Recent...