Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Native advertising: from a consumer perspective
Halmstad University.
Halmstad University.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research questions:How do consumers perceive native advertising compared to other online advertising? How does the media channel affect native advertisements?How do consumers receive native advertising?

Purpose:The purpose of this study is to examine native advertising from a consumer perspective. A research will be done about how consumers perceive native advertising compared to other online advertising, how the media channel affects native advertisements and how consumers receive native advertising. Four different hypotheses are used to examine the research questions, which will entail new insights within the subject native advertising.

Theoretical framework:The theoretical framework of this thesis consists of theories which are related to the research area native advertising. The main theories are about online advertising, native advertising, consumer perception, credibility and media source impact.

Method:This study has a quantitative and deductive approach. An experiment was performed with a between-subject design where two surveys were used. The surveys were distributed by email and the primary data collection included responses from 106 respondents. The data analysis was performed through various diagrams, t-tests and Pearson's correlation test.

Empirical findings:The empirical findings present the data from the experimental surveys through tables, diagrams and text. The results are based on 16 items with answer options which represented a Likert scale, one item with a two option answer and two open questions.

Conclusion:In the conclusion, the research questions are responded. The results from the empirical findings show a more positive perception of native advertisements compared to banners from a consumer perspective. The media channel did not have any impact on the perceived credibility of a native advertisement. The results show that the respondents received native advertising as obvious advertising and therefore they did not feel persuaded by this kind of advertising.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Native advertising, Online advertising, Credibility, Consumer perception
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-37160OAI: oai:DiVA.org:hh-37160DiVA, id: diva2:1220467
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-19 Created: 2018-06-18 Last updated: 2018-06-21Bibliographically approved

Open Access in DiVA

fulltext(1452 kB)80 downloads
File information
File name FULLTEXT03.pdfFile size 1452 kBChecksum SHA-512
df9ebae521e83c5dbd59692607ac37a00873a3d45054c635d2676b2b8dc50bffba83b3e7953d8df2ba94fde81391ea77ffb395622e50edf6d780d19035077440
Type fulltextMimetype application/pdf

By organisation
Halmstad University
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 82 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 158 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf