Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising.

A separate repeated-measures ANOVA for fixation count (log-transformed AOI 7) showed a highly significant effect of post type [ F (1,151) = 102.503, p < 0.001, η 2 = 0.404], indicating that 40.4% of variance in fixation count can be attributed to whether a post is sponsored or organic.

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The proportion of significant and marginally significant findings relative to the total number of tests is summarized in Tables 5 , 6 , provides a breakdown by effect type.

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