Title:
Native Advertising the Effect of Native Advertising on Ad Credibility

Authors:
Aleyna Kutlu, China

Abstract:

The aim of this paper is to summarize the current state of research on native advertising and its opportunities and limitations for advertisers. Scientific articles, studies and marketing websites are consulted for this purpose. The opportunities and limitations mainly refer to the credibility, advertising impact, positioning and advertising labeling of Native Advertising, as well as Native Advertising in the field of social media marketing.
Results show that Native Ads benefit from the credibility of publishers and have a positive advertising impact, as they are usually not recognized as advertising. Moreover, their positioning and labeling influences how they are perceived by Internet users. The difficulty of recognizing native ads as advertising is examined from the perspective of the companies and from an ethical perspective. Furthermore, implications for managers of advertising companies are drawn up in order to make native advertising marketing successful.

DOI: https://doi.org/10.51505/IJEBMR.2022.61111