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

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Maria Antonietta Raimondo, Maria Vernuccio, Gaetano “Nino” Miceli
Anno di pubblicazione 2019 Fascicolo 2019/3 Lingua Inglese
Numero pagine 20 P. 149-168 Dimensione file 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.

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