Native Advertising - Don't Mislead Don't Misread : A Research of Brand Disclosure Effect on Consumers’ Native Ad Recognition Ability

Native Advertising - Don't Mislead Don't Misread : A Research of Brand Disclosure Effect on Consumers’ Native Ad Recognition Ability

Background: Online marketing tactics designed to have a minimized impact on consumer experience have emerged recently whereas native advertising is one concept. Native advertising is an approach designed to decrease interruptions in consumers’ online experience by matching the form and functions of...

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Bibliographic Details
Main Authors: Fagerström, Julia, Hultin, Elin
Format: Others
Language:English
Published: Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi 2020
Subjects:
Native Advertising
Brand Disclosure
Ad Disclosure
Eye-tracking
Ad Recognition Ability
Ad Recognition
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48853

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http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48853

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