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  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorStallone, Valerio-
dc.date.accessioned2021-01-28T11:22:10Z-
dc.date.available2021-01-28T11:22:10Z-
dc.date.issued2020-
dc.identifier.issn1645-7641de_CH
dc.identifier.urihttp://www.iadisportal.org/ijwi/papers/202018101.pdfde_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/21463-
dc.description.abstractNative advertising has developed into a popular marketing tool for publishers and advertisers. However, its success is also criticized, because it is assumed that readers are not able to identify these contributions as advertising. The purpose of this study is to outline whether readers recognize native ads and how it affects the trust in the content of the articles. It is also intended to help advertisers and publishers better understand the impact of native advertising and its disclosure on readers. The method of this research is based on a theoretical and empirical approach. For the theoretical aspects of this study, a literature analysis was applied, whereas a quantitative analysis in the form of an experiment was conducted for the empirical part. The study shows that a majority of the sample did not recognize the article as native ad. After the disclosure of native advertising a decrease in trust could be determined. However, this is not significant, which means that the majority of readers still trust the content of the article. It is also found that respondents for whom the content of the article is relevant are less concerned about the article being paid for. Thus, it can be said that the success of native advertising may in fact be related to the inability of readers to recognize this type of advertising. The increased recognition of such contributions, however, does not necessarily lead to a reduced success of native advertising, because the majority of contributions are trusted even after disclosure.de_CH
dc.language.isoende_CH
dc.publisherIADISde_CH
dc.relation.ispartofIADIS International Journal on WWW/Internetde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectAd recognitionde_CH
dc.subjectNative advertisingde_CH
dc.subjectOnline marketingde_CH
dc.subjectTrustde_CH
dc.subject.ddc659: Werbung und Öffentlichkeitsarbeitde_CH
dc.titleDo not trust me : how news readers perceive and recognize native advertisingde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.funding.euNode_CH
zhaw.issue1de_CH
zhaw.originated.zhawYesde_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume18de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Stallone, V. (2020). Do not trust me : how news readers perceive and recognize native advertising. IADIS International Journal on WWW/Internet, 18(1). http://www.iadisportal.org/ijwi/papers/202018101.pdf
Stallone, V. (2020) ‘Do not trust me : how news readers perceive and recognize native advertising’, IADIS International Journal on WWW/Internet, 18(1). Available at: http://www.iadisportal.org/ijwi/papers/202018101.pdf.
V. Stallone, “Do not trust me : how news readers perceive and recognize native advertising,” IADIS International Journal on WWW/Internet, vol. 18, no. 1, 2020, [Online]. Available: http://www.iadisportal.org/ijwi/papers/202018101.pdf
STALLONE, Valerio, 2020. Do not trust me : how news readers perceive and recognize native advertising. IADIS International Journal on WWW/Internet [online]. 2020. Bd. 18, Nr. 1. Verfügbar unter: http://www.iadisportal.org/ijwi/papers/202018101.pdf
Stallone, Valerio. 2020. “Do Not Trust Me : How News Readers Perceive and Recognize Native Advertising.” IADIS International Journal on WWW/Internet 18 (1). http://www.iadisportal.org/ijwi/papers/202018101.pdf.
Stallone, Valerio. “Do Not Trust Me : How News Readers Perceive and Recognize Native Advertising.” IADIS International Journal on WWW/Internet, vol. 18, no. 1, 2020, http://www.iadisportal.org/ijwi/papers/202018101.pdf.


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