A review of the effectiveness of localized advertising and its use in social networks with an exploratory mixed model
Subject Areas : Marketing
Zoleikha Dehghani
1
*
,
Reza ebrahimzadeh
2
1 - Department of Media Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
2 - Assistant ProfessorDepartment of Media Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
Keywords: Localized advertising, social network, advertising effectiveness, content marketing,
Abstract :
Nowadays, the emergence of native advertising has transformed the advertising landscape. Native advertising is the latest trend in hybrid content, sharing similarities with content marketing, branded journalism, and sponsored content, while also being dependent on the digital environment of the host media platform.
This research aims to design a model for the effectiveness of native advertising on social media. To address the main research question, both quantitative and qualitative methods were employed. In the qualitative section, the researcher conducted a content analysis of all relevant foreign articles on native advertising. In the quantitative section, structural equation modeling (SEM) was used to confirm the qualitative findings. The research domain includes all foreign articles on native advertising.
In this study, themes related to the effectiveness of native advertising were extracted from the articles. After clustering, integrating, and removing overlapping codes, 61 key themes, 18 integrative themes, and four macro themes were identified. These include causal conditions, mediating conditions, moderating conditions, and advertising outcomes in native advertising, which collectively form an effective model for native advertising.
To validate the research, an exploratory and confirmatory model approach was used, indicating acceptable validity of the results. Holsti's method was employed to assess reliability, yielding a reliability coefficient of 0.85, which is higher than the standard threshold of 0.7.
The results demonstrate that the effectiveness model of native advertising, based on the significance of the coefficients obtained from factor analysis, is appropriate. Therefore, the proposed model and its coefficients are entirely significant.
.Additionally, the findings indicate that native advertising is effective. Moreover, the use of advertising strategies plays a crucial role in the effectiveness of native advertising.
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