Title: Have you spotted where I am? Exploring the impact of different forms of native advertising

Authors: Pin Luarn; Ya-Cing Jhan; Hong-Wen Lin

Addresses: Department of Business Administration, National Taiwan University of Science and Technology, No. 43, Sec. 4, Keelung Rd., Da'an Dist., Taipei 106, Taiwan ' Department of Business Administration, National Taipei University of Business, No. 321, Sec. 1, Jinan Rd., Zhongzheng District, Taipei City 100, Taiwan ' Department of International Trade, Chinese Culture University, No. 55, Hwa-Kang Rd., Yang-Ming-Shan, Taipei 111, Taiwan

Abstract: With the development of the mobile networks and the advent of portable mobile carriers, the number of mobile network users has continued to increase. Nevertheless, studies on whether or not mobile native advertising presented in native form affect advertising effects remain scarce. Therefore, this study adopted the experimental research method to design three different mobile network environments, whether or not the three forms of mobile native advertising, namely, in-feeds, paid search and recommendation widgets, produce different advertising effects. The results of the study found that different forms of mobile native advertising have a significant impact on advertising awareness and advertising attitudes. Among them, paid search advertising has the best effect, followed by information flow advertising. There is no significant difference in brand attitude and purchase intention among these three forms of advertising.

Keywords: mobile native advertising; advertising effects; experimental design; form native; in-feeds; paid search; recommendation widgets.

DOI: 10.1504/IJMC.2024.136629

International Journal of Mobile Communications, 2024 Vol.23 No.2, pp.239 - 256

Received: 10 Jul 2021
Accepted: 07 Aug 2022
Published online: 09 Feb 2024 *

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