Unveiling The Influence Of Native Advertising On Social Media: The Role Of Transparency, Consumer Perception, And Ad Recognition

Abstract

Native advertising has emerged as a dominant strategy in digital marketing, especially on social media platforms. Prior research has demonstrated that native advertising can influence consumer attitudes and increase purchase intentions across products, services, and digital content. The present study attempts to demonstrate the role and influence of native advertising on social networking platforms and to study the difference between narrative native and informational native ads in terms of their effectiveness with respect to advertising recognition, consumer’s attitude and perceptions towards the manipulative intentions of marketers. Further, the study examines how transparency, clarity and placement of native ads impact consumer perceptions. This study found that narrative ads are less effective than informational native ads because consumers don’t recognize the commercial nature of narrative ads. The study also backed that the difficulty in recognising advertising recognition is linked with the manipulative intentions of advertisers. It also finds that clearly disclosed native ads are more effective in the long run.