Date of Award
12-2021
Document Type
Dissertation
Degree Name
Doctor of Business Administration (DBA)
Department
School of Business
First Advisor
Dr. Alan Kluge, Ph.D.
Second Advisor
Dr. Paul Shelton, Ph.D.
Third Advisor
Dr. Adina Scruggs, DBA
Abstract
Native advertising, ubiquitous on social media, is an increasingly popular form of advertising where advertising appears in the style and format of the content near the advertisement’s placement. Despite the widespread adoption of native advertisements, marketing managers’ reliance on these native ads, and the unequivocal impact of native ads on consumers, relatively few studies exist to describe the nuances of these brand-consumer interactions. In an empirical study of 207 respondents, brand familiarity and ad congruence appear to predict the ad- evoked effects of purchase intention and attitude toward the brand among actual Facebook advertisements for national mortgage lenders.
Recommended Citation
Rydin, Steven, "Consumer Behavior and Ad-Evoked Effects in Native Ads: The Role of Congruence and Brand Familiarity" (2021). Doctor of Business Administration (DBA). 50.
https://digitalcommons.georgefox.edu/dbadmin/50