The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

Journal title MERCATI & COMPETITIVITÀ
Author/s Maria Antonietta Raimondo, Maria Vernuccio, Gaetano “Nino” Miceli
Publishing Year 2019 Issue 2019/3 Language English
Pages 20 P. 149-168 File size 0 KB
DOI 10.3280/mc3-2019oa8505
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Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.

Keywords: Digital advertising, native advertising, type of content, concreteness, abstractness, brand awareness

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Maria Antonietta Raimondo, Maria Vernuccio, Gaetano “Nino” Miceli, The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness in "MERCATI & COMPETITIVITÀ" 3/2019, pp 149-168, DOI: 10.3280/mc3-2019oa8505