International Journal of Advertising: The Review of Marketing Communications Call for Papers

Special Issue on Native and Covert Advertising Formats

International Journal of Advertising

Manuscripts are currently being solicited for an upcoming special issue of the International Journal of Advertising (IJA) dedicated to native, covert, and potentially deceptive advertising formats.

In recent years, the ubiquity and growth in mobile and online content consumption has fueled the proliferation of digital advertising formats. In attempts to engage consumers with advertising during digital media consumption, advertisers have increasingly turned to formats that may be less clearly delineated that may appear to the reader, at least initially, to be content rather than advertising. These formats include, but are not limited to, sponsored content, native advertising, advergames, sponsored social media posts, influencer videos, paid product reviews and blog posts.

This special issue seeks to address the implications of the rise of native and covert advertising formats for the study of advertising effects. We welcome papers on any of the following topics and approaches, and we particularly encourage conceptual papers and submissions that offer meaningful contributions to advertising or communication theory in this area. Potential research questions and topics that may be addressed include (but are not limited to):

  • Information processing and/or psychophysiological approaches to studying covert advertising recognition or deception
  • Empirical comparisons between covert and more overt advertising formats, or between differing covert formats
  • Big data approaches to analyzing native and/or covert ad effectiveness
  • Qualitative examinations of consumer responses to native advertising
  • Examinations of longer-term or repeated-exposure effects of native or covert advertising on attitudes and trust
  • Industry perspectives on the use, effectiveness, or ethics of native advertising

Submission Guidelines and Review Process

Submissions should follow the manuscript format guidelines for IJA. Manuscripts submitted to the special issue should be original contributions and should not be under consideration for any other publication at the same time. Manuscripts should not exceed 8000 words, including references, tables/figures, and appendices.

All manuscripts should be submitted through the IJA online editorial management system during the period of February 15 through April 1. Authors should select “Special Issue: Native and Covert Advertising Formats” as “Article Type”. Please also note in the cover letter that the submission is for the Special Issue on Native and Covert Advertising Formats.  Manuscripts will go through a peer review process, and the Special Issue is planned to appear in a 2019 issue.

For additional information regarding the Special Issue, please contact the guest editors at or

Editorial information

  • Guest Editor : Bartosz W. Wojdynski , University of Georgia (
  • Guest Editor : Nathaniel J. Evans, University of Georgia (