Date of Award
Doctor of Business Administration (DBA)
School of Business
Dr. Alan Kluge, Ph.D.
Dr. Paul Shelton, Ph.D.
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.
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.