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Native advertising: implications for practitioners in the field : The effect of advertisement disclosure positions within Native advertising on brand attitude and purchase intention

Sellaiyah, R. (2018) Native advertising: implications for practitioners in the field : The effect of advertisement disclosure positions within Native advertising on brand attitude and purchase intention.

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Abstract:This paper aims to provide an overview of the underlying mechanisms that explain advertisement disclosure position effects in the Native advertising blog context related with the brand attitude and purchase intention of customers. The data collection method consisted of eye tracking and a questionnaire, 60 Dutch students between 18-35 years participated. At first, the top advertisement disclosure has the lowest score for purchase intention compared to the other advertisement disclosure positions groups. Moreover, brand attitude has a strong significant correlation that shows a direct positive effect on purchase intention. The findings of advertisement recognition indicate that when practitioners in the field would like to have the highest rate on advertisement recognition with an advertisement disclosure label, the most favorable choice is the middle position after that the bottom position and the least favorable choice would be the top position. Furthermore, it is stated that there is a positive coherence between seeing an advertisement disclosure and being aware that the article is an advertisement. There was no moderation effect found of advertisement recognition between the disclosure positions on purchase intention. The results of this research are useful for practitioners in the field such as; companies, advertisers, advertising controlling authorities and bloggers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/74793
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