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

Authors

  • Maria Antonietta Raimondo University of Calabria, Campus of Arcavacata, Rende (CS)
  • Maria Vernuccio Sapienza Università di Roma
  • Gaetano “Nino” Miceli University of Calabria, Campus of Arcavacata, Rende (CS)

Abstract

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) and
consumers 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.

Author Biographies

Maria Antonietta Raimondo, University of Calabria, Campus of Arcavacata, Rende (CS)

Associate Professor of Marketing, Department of Business Administration and Law

Maria Vernuccio, Sapienza Università di Roma

Associate Professor of Management, Department of Management

Gaetano “Nino” Miceli, University of Calabria, Campus of Arcavacata, Rende (CS)

Assistant Professor of Marketing, Department of Business Administration and Law

References

Aaker D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

Appnexus (2018). The Digital Advertising Stats You Need for 2018. -- Available at https://www.appnexus.com/insights/whitepapers/2018-stats.

Aribarg A. and Schwartz E.M. (2017). Consumer Responses to Native Advertising. SSRN Electronic Journal. DOI: 10.2139/ssrn.2995467.

Bansal H.S. and Voyer P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2): 166-177. DOI: 10.1177/109467050032005.

Boerman S.C., van Reijmersdal E.A. and Neijens P.C. (2012). Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses. Journal of Communication, 62: 1047-1064. DOI: 10.1111/j.1460-2466.2012.01677.x.

Brown G. (2011). Paid vs. Earned Media. MobileYouth. -- Available at https://www.slideshare.net/mobileyouth/graham-brown-mobileyouth-trendspaid-vs-earned-media).

Burgoon E.M., Henderson M.D. and Markman A.B. (2014). There are many ways to see the forest for the trees: A tour guide for abstraction. Perspectives on Psychological Science, 8(5): 501-520. DOI: 10.1177/1745691613497964.

Capestro M.G.P., Amatulli C. and Pichierri M. (2018). How abstract claims affect consumer’s attitude towards advertising: Analysing the role of consumer’s mental simulation and identification, SIM Conference Proceedings, 1-6.

Cho C.-H. and Cheon H.J. (2004). Why do people avoid advertising on the internet?. Journal of Advertising, 33(4): 89-97. DOI: 10.1177/1745691613497964.

Davis J.J. (1994). Good ethics is good for business: Ethical attributions environmental and response to environmental advertising. Journal of Business Ethics, 13(11): 873-886. DOI: 10.1007/bf00871701.

De Angelis M., Tassiello V., Amatulli C. and Costabile M. (2017). How language abstractness affects service referral persuasiveness. Journal of Business Research, 72: 119-126. DOI: 10.1016/j.jbusres.2016.10.006.

Dessart L., Veloutsou C. and Morgan-Thomas A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6): 399-426. DOI:10.1080/0267257x.2015.1130738.

Drèze X. and Hussherr F.X. (2003). Internet advertising: Is anybody watching?. Journal of Interactive Marketing, 17(4): 8-23. DOI: 10.1002/dir.10063.

Dube-Rioux L., Regan D.T. and Schmitt B.H. (1990). The cognitive representation of services varying in concreteness and specificity. Advances in Consumer Research, 17: 861-865.

Gregan-Paxton J. and John D.R. (1997). Consumer learning by analogy: A model of internal knowledge transfer. Journal of Consumer Research, 24(3): 266-284. DOI: 10.1086/209509.

Gregan Paxton J., Hibbard J.D., Brunel F.F. and Azar P. (2002). “So that’s what that

is”: Examining the impact of analogy on consumers’ knowledge development

for really new products. Psychology & Marketing, 19(6): 533-550. DOI:

1002/mar.10023.

Gutman J. (1982), A Means-End Chain Model Based on Consumer Categorization Processes. Journal of Marketing, 46(2): 60-72. DOI: 10.2307/3203341.

Harms B., Bijmolt T.H.A. and Hoekstra J.C. (2017). Digital Native Advertising:

Practitioner Perspectives and a Research Agenda. Journal of Interactive Advertising, 17(2): 80-91. DOI:10.1080/15252019.2017.1357513.

Hinds P.J., Patterson M. and Pfeffer J. (2001). Bothered by abstraction: The effect of expertise on knowledge transfer and subsequent novice performance. Journal of Applied Psychology, 86: 1232-1243. DOI: 10.1037/0021-9010.86.6.1232.

Holmes V.M. and Langford J. (1976). Comprehension and recall of abstract and concrete sentences. Journal of Verbal Learning and Verbal Behavior, 15(5): 559-566. DOI: 10.1016/0022-5371(76)90050-5.

Howe P. and Teufel B. (2014). Native Advertising and Digital Natives: The Effects of Age and Advertisement Format on News. International Symposium On online Journalism, 4(1): 79-90.

IAB (2016), Ad Blocking: Who Blocks Ads, Why and How to Win Them Back. -- Available at https://www.iab.com/insights/?topic=ad-blocking.

IAB (2019). The native Advertising playbook. -- Available at https://www.iab.com/insights/iab-native-advertising-playbook-2-0/.

Kim J. (2017). Native Advertising: Current Status and Research Agenda, Journal of

Interactive Advertising, 17(2), 79-79, DOI: 10.1080/15252019.2017.1399704

Krouwer S., Poels K. and Paulussen S. (2017). To Disguise or to Disclose? The Influence

of Disclosure Recognition and Brand Presence on Readers’ Responses Toward Native Advertisements in Online News Media. Journal of Interactive Advertising, 17(2): 124-137. DOI: 10.1080/15252019.2017.1381579.

Lachner A. and Nückles M. (2015). Bothered by Abstractness or Engaged by Cohesion?

Experts’ Explanations Enhance Novices’ Deep-Learning. Journal of Experimental

Psychology: Applied, 21(1): 101-115. DOI: 10.1037/xap0000038.

Marks D.F. (1973). Visual imagery differences in the recall of pictures. British Journal of Psychology, 64(1): 17-24. DOI: 10.1111/j.2044-8295.1973.tb01322.x.

Moeser S.D. (1974). Memory for meaning and wording in concrete and abstract sentences. Journal of Verbal Learning and Verbal Behavior, 13(6): 682-697. DOI:

1016/s0022-5371(74)80055-1.

Olson J. and Reynolds T. (1983). Understanding Consumers’ Cognitive Structures:

Implications for Advertising Strategy. In Percy L. and Woodside A. (Eds.). Advertising and Consumer Psychology. Lexington, MA: Lexington Books.

Pasqualotti L. and Baccino T. (2014). Online advertisement: how are visual strategies

affected by the distance and the animation of banners?. Frontiers in Psychology, 5: 1-11. DOI: 10.3389/fpsyg.2014.00211.

Sajjacholapunt P. and Ball L.J. (2014). The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness. Frontiers in Psychology, 5: 1-16. DOI: 10.3389/fpsyg.2014.00166.

Schellekens G.A., Verlegh P.W. and Smidts A. (2010). Language abstraction in word of mouth. Journal of Consumer Research, 37(2): 207-223. DOI: 10.1086/651240.

Solomon M.R., Bamossy G.J., Askegaard S.T. and Hogg M.K. (2016) Consumer behavior: A European Perspective. Harlow (UK): Pearson.

So K.K.F., King C., Sparks B.A. and Wang Y. (2016). The Role of Customer Engagement

in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1): 64-78. DOI:10.1177/0047287514541008.

Sohn D. (2009). Disentangling the Effects of Social Network Density on Electronic Word-of-Mouth (eWOM) Intention. Journal of Computer-Mediated Communication, 14(2): 352-367. DOI:10.1111/j.1083-6101.2009.01444.x.

Vaccaro C. (2016). Native Advertising. La nuova pubblicità. Milano: Hoepli.

Wojdynski B.W. (2016). The Deceptiveness of Sponsored News Articles. American Behavioral Scientist, 60(12): 1475-1491. doi: 10.1177/0002764216660140.

Wojdynski B.W. and Evans N.J. (2016). Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising, 45(2): 157-168. DOI:10.1080/00913367.2015.1115380.

Wojdynski B.W., Bang H., Keib K., Jefferson B.N., Choi D. and Malson J.L. (2017). Building a Better Native Advertising Disclosure. Journal of Interactive Advertising, 17(2): 150-161. DOI:10.1080/15252019.2017.1370401.

Yang S., Li D., Tao Z. and Li X. (2018). Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance. Journal of Consumer Behaviour, 17(1): 47-56. DOI:10.1002/cb.1685.

Downloads

Published

2019-09-23

Issue

Section

Articles