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Concepts that influence users’ feeling of non-intrusiveness in native advertising: A quantitative study testing the conceptualization of   effective native advertisements’ influence on users’ feeling of non-intrusiveness
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Background

“Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid strategy is referred to as native advertising. Native advertising however is not unproblematic as said approach may be exploited to be deceptive, intrusive and secretive, brand whom implements such a strategy may be rewarded with short term positives. However the long term effects of said strategy prove negatives in various aspects of the brand.

Purpose

The purpose of this thesis is to explain how the conceptualization of native ads influence users’ feeling of non-intrusiveness.

Method

The conducted study implemented a deductive approach to research, including an explanatory purpose as previously elaborated upon. The study is further characterized as a cross-sectional design in which the researchers aimed to test the conceptualization of non-intrusive native advertising. The researchers further conducted a self administrated questionnaire with a total of 158 respondents. The data was cleaned in SPSS and further tested for reliability, validity and hypothesis testing.

Conclusion

The findings of the conducted study concludes that personalized advertising positively contributes to users’ feeling of non-intrusiveness. On the other hand, contextual relevance, 1 transparency, emotional appeal and informational appeal were rejected as such variables were not statistically significant in explaining non-intrusiveness. Therefore, the researchers rejected hypothesis H1, H2, H3, H4 and therefore rejected previous research stating that these variables contributes to users’ feeling of non-intrusiveness. However H5 was accepted, therefore theories that suggests that personalization according to one’s interest, previous interactions and real-time data to influence users feeling of non-intrusiveness were confirmed.

Place, publisher, year, edition, pages
2019. , p. 96
Keywords [en]
Native advertising, non-intrusiveness, digital marketing, contextual relevance, transparency, informational appeal, emotional appeal, personalized advertising
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85740OAI: oai:DiVA.org:lnu-85740DiVA, id: diva2:1328634
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
2019-06-04, Weber, Växjö, 13:08 (English)
Supervisors
Examiners
Available from: 2019-06-24 Created: 2019-06-22 Last updated: 2019-06-24Bibliographically approved

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