Native advertising : attitudes, value and purchase intention

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dc.contributor.advisorEastin, Matthew S.en
dc.contributor.committeeMemberWilcox, Garyen
dc.creatorMansfield, Thomas William Jacken
dc.date.accessioned2015-11-03T16:57:48Zen
dc.date.accessioned2018-01-22T22:28:50Z
dc.date.available2015-11-03T16:57:48Zen
dc.date.available2018-01-22T22:28:50Z
dc.date.issued2015-05en
dc.date.submittedMay 2015en
dc.date.updated2015-11-03T16:57:48Zen
dc.descriptiontexten
dc.description.abstractNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifierdoi:10.15781/T22S6Wen
dc.identifier.urihttp://hdl.handle.net/2152/32183en
dc.subjectNativeen
dc.subjectAdvertisingen
dc.titleNative advertising : attitudes, value and purchase intentionen
dc.typeThesisen

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