As consumers today are exposed to an immense number of offline as well as online advertisements, avoidance of these contents is a likely consequence. Advertising avoidance in general, as defined by Speck & Elliot (1997) refers to a media user’s significant reduction of their exposure to advertising content.
Read moreNative Advertising – Betrayal or Benefit? The evolving relationship between journalism and advertising and the implications for marketers
Native advertising can be a variety of online marketing types which have in common that they aim to limit disruption in the consumers' online experience (Campbell and Marks, 2015). Proponents of native advertising argue that this content provides readers with useful additional information and content choices (Carlson, 2015). However, according to research consumers are not always able to differentiate between traditional news content and native advertising (Campbell & Marks, 2015). Hence, the placement of advertising where people expect to read news raises questions in terms of journalism ethics (Carlson, 2015).
Read more