Date of Award


Document Type


Degree Name

Doctor of Business Administration (DBA)


School of Business

First Advisor

Dr. Alan Kluge, Ph.D.

Second Advisor

Dr. Paul Shelton, Ph.D.

Third Advisor

Dr. Adina Scruggs, DBA


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.