The social marketing impact of native advertising news articles and the influence of scepticism from consumers.
Thesis DisciplineBusiness Administration
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
Native Advertising is an emerging and contemporary trend in marketing, but there has been very little empirical research conducted in this area. The concept of Native Advertising provides a less intrusive gateway for advertisers to bypass other peripheral advertising clutter, and engage with the consumer on a level previously dismissed by marketers. With the Link-Click nature of the internet (Cramer, 2015), consumers are more willing to learn about products that interest them if they are being entertained or believe they are becoming better informed about relevant topics. However, a majority of the regulatory power is at the discretion of the corporate sponsor. Currently, it may be argued that the purpose of news is to inform readers of what they should know regarding current affairs. Due to the underlying intentions of some corporate sponsors, the purpose may shift towards informing readers to what they want to know regarding products and brands, which could have consumer welfare implications. The boundary between these two types of news is ill-distinguished, due to the modernistic and ever-evolving nature of this concept paired with the blurring of the line between editorial and advertising. In general, most publishers feature labels for Sponsored Content; however, in some instances, this label can be missed due to its subtlety or simple overlooked in terms of understanding what it indicates. Therefore, the reader may be subjugated to believe it is written by a journalist as an independent news article and may experience deception leading towards reduced evaluations of the parties involved. This research aims to examine reader reactions to Sponsored Content Native Advertising news articles and explore contributing elements.